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Campaigners say that a similar measure in Wales, for residential roads, cut deaths by nearly 30%. John Whitelegg is a transport expert from Ledbury, and is pushing for the new limit to be applied for roads that don't include arterial links and A-roads. He tells Malcolm Boyden why he thinks the measures will be popular. We asked Herefordshire Council for a statement; at time of publishing they did not get back to us.