The speed limit on a stretch of road into a Hampshire town is being cut in a bid to stop drivers getting confused.

The existing 40mph speed limit on Whitsbury Road in Fordingbridge will be cut to 30mph, Hampshire County Council has decided.

The lower speed limit will be in force from the Fryern Court Road junction to the Burnham Road junction in the town.

The council said it aims to improve driver safety and prevent confusion on the road.

The road consists of several residential and farm entrances along its length, including a new entrance to the Augustus Park residential development and a newly proposed entrance into the Tinkers Cross residential development.

Whitsbury Road currently has a 40mph speed limit from the Fryern Court Road junction to the Burnham Road junction where it reduces to 30mph.

But that length of the 40mph speed limit is around 500m and shorter than the recommended minimum length of speed limit.

According to the Department for Transport guidance, the minimum length of speed limit should not be less than 600m.

“This aims to avoid frequent speed limit changes that cause confusion, that affect driver compliance and are difficult to enforce,” said a report signed by Adrian Gray, head of highways (traffic and safety).

The report also said it is hoped the change will alleviate any highway safety issues and help to improve the overall safety of the road in the event of increased pedestrian traffic.

Extending the 30mph speed limit at the southern end of the 40mph speed limit north to beyond Augustus Avenue and at the northern end of the 40mph speed limit south beyond the new access being constructed for the Tinkers Cross development would reduce the 40mph speed limit still further, and on balance, it is considered more appropriate to create a single consistent 30mph speed limit over the length of Whitsbury Road.

Traffic surveys showed an average speed of 34.3mph both northbound and southbound of Fryern Court Road.

The decision was made on November 20.