Hopes of stopping drivers from tearing down a notorious stretch of road have taken a blow after it was announced a reduction in the speed limit has been ruled out.

The Conservative leader of Gravesham council, Cllr David Turner, told the cabinet at a meeting at the Civic Centre that the suggestion of lowering the limit from 40mph to 30mph on Overcliffe and London Road had been quashed during a Kent County Council joint transportation board (JTB) meeting.

Mike Payton, from KCC’s Highways department, had told the authority there were several reasons why it could not be done, Cllr Turner said.

Calls for measures to curb dangerous driving in the area have increased in the past year after 88-year-old Sifa Rifat was killed crossing the Northfleet route.

It was the latest in a long line of serious collisions and earlier this month we reported how the installation of a pedestrian island had helped matters.

However, residents are still campaigning for more to be done and KCC’s stance will not be popular.

A 1500-signature petition calling for safety measures to be installed has previously been presented to the JTB.

Northfleet North councillor Peter Scollard (Lab) told this paper last month he hoped progress could be made at the JTB meeting.

A spokesman for KCC said analysis of the injury/crash data had established a change in speed limit was not justified at this time, adding speed data showed the majority of drivers were complying with the current limit.

He said: “KCC is aware residents have concerns about traffic speeds at this location. Enforcement is the responsibility of Kent Police, as they have powers of enforcement via the various Road Traffic Acts.

“Traffic calming along this stretch of road has been considered. However, at this time KCC do not have plans to introduce physical calming features.”

KCC’s policy across the county is not to introduce traffic calming on A and B roads as these can lead to issues for emergency vehicles and public transport and increase noise, vibration and pollution.

Cllr Scollard said the set back would not stop him pushing for a reduction to 30mph.

He said: “I don’t buy what KCC is saying about traffic flow as they have been able to successfully reduce the limit further down the road.

“If you walk down London Road all you will see is broken lamp posts, smashed bollards and bent railings. It’s a real problem and we’ll keep on fighting for a reduction.

“I’ve spoken to KCC again and have won the support of Kent Police and Crime Commissioner Matthew Scott, while Rosherville primary school have also been in touch to support the campaign.”

The call for additional traffic measures was stepped up after the death of great-grandmother Sifa Rifat, 88, who was knocked down and killed in London Road in May 2016 near Cleveland House sheltered housing, where she lived.

Driver Damian Demczuk, 27, of Quarry Hill, Grays, Essex, was jailed for two years after admitting causing death by careless driving when unfit through drugs and uninsured driving.

He was banned from driving for 11 years and will have to take an extended test before being allowed back on the road.