A supermarket giant has come under fire after its delivery driver was pictured driving the wrong way up a one-way system.

The driver was recently snapped heading the wrong way up Clack Hill, at Bradenstoke near Lyneham, by a local resident, and neighbours claim it was not the first time this has happened.

Clack Hill has been subject to a one-way traffic restriction since last year, in an attempt to reduce traffic conflict that arose after Bradenstoke became a diversion route for the many motorists no longer able to use the destroyed B4069.

But the Wiltshire Councillor for Lyneham, Allison Bucknell, says she frequently receives reports of delivery drivers breaking the regulations by travelling up Clack Hill from the direction of Dauntsey.

She said: “It is relatively common. Some residents say it’s a daily occurrence but I think it’s probably several times a week.

“It’s obvious there are restrictions because the signage is all correct and anyone who goes up there goes through two no entry signs.

The Wiltshire Gazette and Herald:

“They seem to think they can get away with it because enforcement is difficult there… certain people think they are a law unto themselves.”

Cllr Bucknell added that the problem is not restricted to Asda, and that other supermarkets’ delivery vans have also broken the one-way order in the past.

She shared the image on Facebook and claimed that both she and neighbourhood policing teams from Royal Wotton Bassett have been in contact with the chain.

Police have previously monitored the area for motorists breaching the traffic regulation order, conducting static patrols on Clack Hill.

Cllr Bucknell believes the persistent breaking of the rules by some is a frustration for residents who have to live with the inconvenience of regulations imposed as a result of the B4069’s closure.

She added: “The biggest frustration is the majority of the residents, who are most impacted, are sticking to the rules so it’s primarily about fairness.

“What I’ve asked is what is the company doing to sanction drivers who are quite clearly flouting traffic regulations?

“If I was a driver and I was told my job would be at risk, if I were caught, then I wouldn’t do it, but they know what they’re doing and they don’t care.”

Asda have confirmed they are aware of Cllr Bucknell’s Facebook post and are investigating the matter.

A spokesperson for the supermarket said: “We are aware of this post and are currently looking into it with the store.”