MOTORING groups today gave their backing to a new scheme which will see speeding drivers given a public ticking off instead of a fine.

But the Speed Indicator Device -- an electronic sign which smiles at motorists driving under the speed limit and frowns at those going too fast-- has been slammed as a "pathetic gimmick" by other motorists.

The Speed Indicator Device (SID) will be first used in Lancashire in the Ribble Valley to combat motorists speeding through rural villages.

It works by sending out a radar up to a hundred metres away which records the speed the vehicle is travelling and the speed is then displayed through LED lights.

It then features either a happy or sad face depending on the speed of the vehicle.

A spokesman for the Association of British Drivers said: "We support these interactive signs and would like to see them used instead of speed cameras. They are two and half times more effective than speed cameras at slowing drivers down. I believe this is because they tell other people how you are driving so the embarrassment factor comes into it too.

"They are a reminder to people to slow down and because they are so bright people see them more easily than speed cameras. In my view speed cameras are worse for distracting drivers because people are looking out for them instead of concentrating on the road.

"In effect people slow down more gradually for the SIDs because they are not going to get fined if they are over the limit so they are not dangerously slamming on their brakes.

"They are a tenth of the price of the average speed camera and I'm sure would have a high driver and public approval while speed cameras are detested by the majority of drivers because they feel they are being put in the wrong places."

The SID is responsive so if the driver is going too fast but then cuts his speed the SID will change from a frown to a smile again.

It is heralded as a new educational approach for beating speeding by Lancashire County Council after a backlash against heavy fines by motorists.

And Martin Galloway, group manager of policy and quality in Lancashire County Council's traffic and safety department, said the SIDs, which cost £3,000, have been very effective in cutting speed.

Mr Galloway said: "We have tried them out on a very limited basis to see how well they work and the results have proved that they do work well.

"Drivers are cutting their speed as a result." The devices have been tested in a handful of southern county boroughs, he added.

But Adrian Shurmer, head of Driver Awareness Limited which educates people to drive more safely, slammed the device and said it would not educate people.

He said: "It's another pathetic gimmick that the Government is bringing in which I think is doomed to fail. People should be looking out of their windows at the road and in their mirrors to create a plan to keep them away from danger.

"Unfortunately with speed cameras people are looking at their speedometers and these new devices will be just as distracting for drivers.

"This will not educate people to drive carefully and will not work."

In the Ribble Valley police officers will carry out speed checks in villages using a speed gun.

Once particular bad spots are identified the SID will be used in those areas.

Mr Galloway said: "These devices are educational, they are not about enforcement. We are providing information to the motorist and they are responding."

The county council only has one SID but more could be bought.