CONTROVERSIAL traffic restrictions in Lowesmoor have now kicked off - with drivers warned to expect £60 fines if too many people ignore it.

From midnight on Saturday long-standing regulations came into force stopping motorists from using Lowesmoor as a cut-through.

The changes, which prevent people from heading towards the city centre via Lowesmoor 24 hours a day and eastbound between 3.30-6.30pm, resulted in Worcestershire County Council having staff on-site today to explain it to drivers.

The council now says any motorists trying to jump the red lights will be "effectively trapped" in Lowesmoor, and face an extended wait at the signals at the other end before being able to escape.

This evening it has warned that the trappings will be "programmed to get progressively longer over time", discouraging people from flouting the law.

CCTV monitoring is in place and the council says if it becomes a problem, it will start enforcing £60 fines and three points on driver's licences.

The lights were today turning green only for vehicles and cycles fitted with special devices known as transponders, including buses and emergency services.

Despite that some cars appeared to be ignoring the rules already.

The restrictions apply from the top end of Lowesmoor meaning drivers can still drive up part of it towards the city centre, passing the shops, but must turn left at the junction with Silver Street rather than carry on.

The restrictions for drivers heading eastbound apply at the junction of Sansome Street, which is also controlled by signals.

A county council spokesman said: "Highways officers have been on-site advising motorists of the changes and CCTV monitoring is currently underway.

"The purpose of this enforcement is to encourage the majority of drivers to comply with these legal regulations and give drivers the opportunity to change their trip patterns, which will reduce emissions in Lowesmoor to safe levels.

"However, if non-compliance remains an issue red light stop cameras will be implemented.

"If drivers are caught running a red light they will face a minimum fine of £60 and three points on their licence."

The street is the most polluted in the county, with a reading of 60 milligrams of nitrogen dioxide for every cubic metre of air, 50 per cent above the Government limit of 40 milligrams.

Traders in the street maintain they are concerned about how the changes will impact upon them, saying it could cause extra snarl-ups.

Uwe Meier, from Harvey Smith Butchers in Lowesmoor, said: "We've been here a long time and we know it will cause problems, especially with the Asda here it won't be good for traffic around the city.

"Traders are all worried about what it will do for them too."