A decreased speed limit is now in force on a section of the Kingsway in Dundee.
The limit between Forfar Road and Tesco Kingsway West drops from 50mph to 40mph.
Roads authorities warned they will be watching for motorists flouting the new restrictions.
Inspector Brian Poole of Police Scotland’s Road Policing Unit said: “We would remind motorists to be aware of the new speed restrictions and drive accordingly.
“Officers will be monitoring the area as part of their patrol and anyone found committing offences will be dealt with appropriately.”
Arron Duncan, manager of Tayside Safety Camera Partnership, said: “We will be operating within the area of the Kingsway that has the new reduced speed limit.
“The road will be well signposted as you enter that section and throughout the route.
“Drivers should be cautious and vigilant, as they are expected to be at all times while on the road.”
Bear Scotland, which has responsibility for the road, confirmed new signs unveiled last night go live early this morning.
The limit change came after a consultation run by Transport Scotland and follows a similar reduction on Riverside Drive in 2013.
Plans to lower the Kingsway speeds were discussed at that time, but it was only in December that Scottish ministers finally decided to make the move, following a review to improve safety.
Councillor Stewart Hunter, whose Strathmartine ward includes the stretch of the Kingsway, said: “This change makes sense because for a long time the Kingsway has had varying speed limits and this will now make it clearer for drivers what the limit is.”
The move sparked comment on social media with Donna Grassie saying: “It was slow enough as it was.”
Mark Duncan said: “The speed camera vans will be lining up, like vultures round a corpse.”