Motorists are being warned that a reduced speed limit on a stretch of Ayrshire road notorious for accidents has come into effect.
Speed cameras are already in force on a stretch of the road
A 50mph limit - reduced from 70mph - between Bogend Toll and Dutchhouse roundabout on the A77 will now be imposed.
Between 1996 and 2005, 30 people were killed in road crashes on the road.
The A77 Safety Group has welcomed the change and launched an awareness campaign to inform drivers.
Campaigners have been e-mailing local businesses and running adverts on local radio stations.
Safety for all
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."
Last year the road was named as one of the most dangerous in the world by US researchers for the Association for Safe International Road Travel.
In August 2005, the UK's longest continuous average speed camera zone was introduced on a 32-mile stretch between Ayr and Girvan.
Campaigners said the number of deaths and serious injuries on the stretch had been halved since the system was introduced.