The new route is a voluntary scheme whereby drivers are asked to avoid using the busy hill to access the Town centre.

Drivers are being encouraged to use the bypass from the West and South, instead of using Market Hill. The intention is to reduce emissions on Market Hill to improve air quality. 

The Clean Air Route will not have a charge like some other Clean Air Zones, with no penalties being issued to drivers who choose to use Market Hill.

It is hoped people will choose to support the route to help those living, working and walking on Market Hill to breathe cleaner air.

Councillor Richard Siddall, Leader of Maldon District Council, said: "Traffic emissions are the most significant source of air pollution in Maldon and Market Hill has higher levels of nitrogen dioxide than national air quality levels. It is particularly affected because of the gradient of the hill and close proximity of residential properties which reduce the dispersion of exhaust fumes.

"That's why we have set up this Clean Air Route and we hope vehicle drivers will join us in re-routing their journeys away from Market Hill in order to improve the air for everyone in our town centre."

For the majority of drivers, modelling data calculates journey times for using the bypass instead will only increase by up to two minutes.

By avoiding the regular queues on Market Hill, it is also likely to help save on fuel costs.

Last month, to mark Clean Air Day on 20 June, eco club pupils from All Saints Primary School in Maldon learnt about how the new Clean Air Route will contribute towards reducing emissions and the impact of air pollution on their growing lungs.

Several Maldon businesses have shown support for the plans, including The Mighty Oak Brewing Company and TEMPRD Chocolate Ltd.

Gill Crawford, Director at Maldon-based Mighty Oak Brewing Company and The Mighty Oak Tap Room said: "All of us here at Mighty Oak are very much in favour of avoiding driving on Market Hill for journeys between North and South Maldon. 

"We actively encourage our entire team to use the bypass whenever possible and have received a positive response from everyone when we explain why. Having an independent business on Maldon's beautiful and ancient High Street is a huge pleasure for us, but it is a great shame that our customers must endure unnecessary traffic noise and air pollution.

"We are 100% behind moving traffic away from the centre of Maldon which will benefit all of us and help to create a cleaner, safer and charming hub for everyone to enjoy".

For more information, visit the Maldon District Council website.