The speed limit on the so-called ‘world’s most dangerous road’ has been reduced from 70mph to 50mph.
Motorists are being warned that reduced speed limit on a stretch of Ayrshire road notorious for accidents has come into effect.
In 2005 the A77 was given the UK’s longest continuous average speed camera zone on a 32-mile stretch between Ayr and Girvan.
Last year a US study named it as one of the most dangerous in the world after 30 people were killed in road crashes between 1996 and 2005.
Campaigners have been pushing for a reduction in the speed limit and have been emailing local businesses and running adverts on local radio stations.
Ch Insp Jim Igoe, area commander for road policing, said: ‘The reduction in speed limit has been introduced for the safety of all road users on that section of the A77.
‘It is most important that drivers take notice of the change and make a conscious effort to stay within the new limit.’
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