A SANDWICH shop in Lowesmoor says trade has been "killed" by the traffic restrictions - with the owner suggesting it is putting people off visiting.

Pete Griffin has run Tilley's Sandwich Bar for the last 21 years at the heart of the Lowesmoor retail area.

But he says ever since Worcestershire County Council launched pollution-cutting measures three weeks ago, drivers have been left confused about what they can and cannot do.

He says despite January being a quiet month generally, trade has plummeted since the changes kicked in.

"It's killed us, we're just not getting the customers into the shop," he said.

"We've had people ring us saying 'is it ok for me to still drive down'.

"Because it's January less people do come through the door, but what we've seen is really quite different from that - it's really hit attendance.

"I think people are being frightened off, there was a big sign right outside my shop saying 'pollution control area' and I had to ring the council to ask them to move it.

"They did take it away two days later, but I don't know whether that's a coincidence or not.

"It's confused people. Even our bakers has been parking in Pheasant Street and walking in.

"But it's definitely not just because it's January, I can tell it's putting people off."

The county council has reiterated its stance that the decision was a "last resort" after pollution hit illegal levels.

Lowesmoor is still open for all traffic, but drivers heading westbound up the street towards the city centre must now turn left into Silver Street 24 hours a day, rather than drive straight on to St Nicholas Street.

The signals at the end of Lowesmoor are programmed to only allow buses, emergency vehicles fitted with ‘transponder’ devices and cyclists to travel straight on through the lights.

Drivers heading eastbound, away from the city centre, are restricted from travelling down Lowesmoor at the Sansome Walk junction between 3.30pm and 6.30pm daily.

The restrictions actively enforce long-standing measures which until now were largely ignored, with the council saying if too many cars ignore them it will use a camera with the threat of £60 fines.

Councillor John Smith, cabinet member for highways, said: "Despite clear signage and improvements to surfacing, some motorists have continued to ignore the Traffic Regulation Orders which have been in place in Lowesmoor for more than a decade. 

"This has resulted in continued deterioration of local air quality as air pollution levels have continued to increase in the area.

"Evidence from local traders shows that increase in footfall from pedestrians is more favourable than vehicle passing trade.

"To support trade and businesses over the last 18 months the council has continued to invest in the Lowesmoor area, putting around £2million into local improvements. 

"Monitoring and a survey conducted in the last week has indicated there has not been a decrease in footfall, as a result of the change.

"As we have always stated, Lowesmoor is not shut. 

"While the order applies all day at the junctions of Lowesmoor, motorist are still able to take a left on to City Walls Road and drive around the St Martin's Gate roundabout  to head in to town.

"The order applies from 3.30pm to 6.30pm eastbound at the junction of Sansome Street. Both restrictions are controlled by traffic signals."