Police say they have been left with no choice but to fine drivers for continuing to drive down a contentious city centre road.
Exchange Street, which was closed to motorised traffic in 2020, has been at the heart of controversy in recent years, from activists blocking the road to taxi drivers protesting the closure.
Officers have since shifted tactics, from advising drivers on the rules to handing out fines.
Exchange Street was turned into a pedestrianised zone by Norfolk County Council in 2020 (Image: Newsquest)
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A police spokeswoman said: "Officers patrolling the city centre regularly give Exchange Street attention - with the aim of educating drivers in the first instance - but with so many motorists still using the route, we have little option but to issue fines now.
"So our enforcement has increased recently and issuing fines when officers are on patrol and witness non-compliance."
The penalty for driving through a pedestrian zone is a fixed penalty notice and a £50 fine.
Peter Silburn, chairman of Norwich Cycling Campaign (Image: Newsquest)
Peter Silburn, chairman for Norwich Cycling Campaign, said: "It's welcome news that the police are now finally issuing fines on a regular basis for drivers flouting the law in Exchange Street.
"The change in tactic seems to be having an impact, with fewer drivers chancing their luck, but a much stronger statement from the police is needed to make it absolutely clear that driving through a pedestrian and cycle zone is illegal and unacceptable."
The road was first turned into a pedestrianised zone by Norfolk County Council and is closed to motorised traffic between 10am and 4pm seven days a week.
Taxis protested the closure of Exchange Street in November 2022 (Image: Newsquest)
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Liam Calvert, Green Party city councillor for the Wensum ward, added: "For the long-term prosperity of the city centre, it's vital that our streets are safe, welcoming and comfortable places for people walking and wheeling.
"The regular imposition of fines by the police sends the clear message that driving in Exchange Street is illegal.
"Having that clarity is really important to make sure that Exchange Street and other streets are used in accordance with the law."
The penalty for driving through a pedestrian zone is a fixed penalty notice and a £50 fine (Image: Newsquest)
Exchange Street: The story so far
The saga surrounding Exchange Street kicked up a gear last November when activist Lucy Hall acted as a human bollard to block cars from driving down the road.
Later that month Norwich Taxis protested the closure with Craig Dimbleby, chairman of the Norwich Taxi Association, saying: "It's absolutely ridiculous - we want our streets back."
Liam Calvert, Green Part city councillor for Wensum Ward (Image: Denise Bradley/Newsquest)
In January, cameras were positioned around Norwich Market near the entrance of Exchange Street to catch anyone breaking the rules.
The latest incident occurred in April, when one man who was angry with a car using the street lashed out at it with his walking stick - knocking the car's wing mirror off.
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