The safety of pedestrians and cyclists has been a major concern in our community for many years. And while the town council isn’t directly responsible for the town’s roads, in 2025 we introduced a couple of projects to help highlight motorists driving too quickly through Bradford on Avon.
To meet this aim, we’ve developed a unique approach in response to speeding motorists — one that not only monitors speeds but aims to reduce speeding and change driver behaviours.
Auto Speed Watch Camera
We’ve purchased a camera that can capture speeding vehicles by recording their registration numbers. The company behind the camera supplies similar equipment across southern England.
Volunteers have been trained to verify the images captured. Verification takes place once a week. When commercial vehicles are identified speeding, we send a speed awareness letter highlighting the issue and asking drivers to respect local speed limits.
Since June 2025, we’ve issued around 13 letters a month — and so far, we’ve received eight apologies in response.
Smiley Activated Machine (SAM)
Sometimes referred to as a Speed Indicator Device, this device has been approved by Wiltshire Council for certain locations around town where we have received multiple complaints about speeding. It is attached to lampposts so can only be sited where the street furniture allows. It’s very likely you’ll have seen SAMs or similar devices around the country.
Approved roads are:
- Trowbridge Road
- Moulton Drive
- New Road
- Holt Road
- Winsley Road.
We are investigating other locations around town including Bath Road.
Wiltshire Council regulations stipulate we must move the SAM regularly and cannot stay at any one site permanently.
SAM data