A deliberate attempt to distort the outcome of the consultation about the future of Shore Road – the road which runs parallel to the beach in Swanage, Dorset – has been detailed in a report summarising the survey’s findings.
Full closure to traffic along Shore Road was the preferred option for the first period of the eight week online consultation, but after 9th June 2025, the website experienced unusual activity with an increased submission rate, made in quick succession, and at regular intervals overnight. Following this, the preferred option became to keep the road open to two way traffic but with no parking.
The project to improve Shore Road was prompted by complaints that the pavement was too narrow for prams and wheelchairs to pass
“Everyone should… be able to give their own point of view without being influenced by others”
The public consultation on the Dorset Council scheme was conducted by the consultancy Dorset Coast Forum (DCF) between 1st May and 9th June 2025, and it now says it will take steps to make future online surveys more secure and “to protect websites from abuse”.
Methods suggested in the report include a registration process so one person can only make one submission, and enabling ReCAPTCHA software so a computer bot can’t be used to make multiple submissions.
The report comments:
“DCF are not part of the decision-making process, but we do share details of a community response to decision makers, and this response has influence over decisions that are made.
“It is therefore important to DCF that everyone has their say and that no one is persuaded to respond in a certain way.
“Everyone should be treated fairly and with respect and be able to give their own point of view without being influenced by others.”
A wide ranging consultation took place over summer 2025 including in-person engagement events to explain the four options
Four options for Shore Road
The public consultation focussed on the stretch of Shore Road, from Ocean Bay to the junction with Victoria Avenue, with the objective to make the road safer and to widen the narrow pavement.
The stretch of Shore Road from Victoria Avenue to The Mowlem was permanently closed in 2023 due to safety concerns.
Dorset Council, which will undertake any changes to Shore Road as the highway authority, offered four options:
- Option 1: Full closure to public vehicles including no parking, dedicated cycle lanes, and very wide pavement areas
- Option 2: One way closure with south bound traffic only, dedicated cycle lane, wide pavements on either side of the road, and no vehicle parking
- Option 3: Two way traffic, relatively wide pavements on either side of the road, and no vehicle parking
- Option 4: Do nothing (retain as it is)
For options 1, 2 and 3, Blue Badge parking would be provided along Victoria Avenue where it joins Shore Road.
A stall was set up by Dorset Coast Forum at Swanage’s Friday market to get wider public engagement
Survey ‘anomalies’
In the survey report by Dorset Coast Forum (DCF), it was highlighted that there were a number of survey ‘anomalies’, which suggests multiple submissions were made by one or more people, and some of the submissions were unduly influenced to select the two way traffic option.
It reported:
“There appears to be an organised approach by members of the community to increase the number of submissions.
“The group also appears to have encouraged others to complete the survey to give a particular response for Shore Road i.e. that it remains open to two-way traffic. We have evidence that this was achieved through two methods.
The report then goes onto say that there was evidence of people going door to door getting people to complete paper surveys and online surveys via a tablet while standing on their doorstep. There was also an unofficial website set up which didn’t give the full facts.
During a rowing event in 2023, Shore Road was temporarily closed off and gave an insight into what it could be like if it was permanently closed to traffic
Unreliable and compromised
While there is evidence that the survey results are unreliable and compromised, Dorset Coast Forum has attempted to salvage the report by giving the overall results plus the results for the first half of the consultation before the website anomalies, and the second half results after the anomalies occurred.
From 1st May to 9th June 2025 – First segment – 649 responses
Order of popularity
- Full closure of Shore Road (254)
- Two way traffic on Shore Road with removal of parking (175)
- Do nothing / keep Shore Road as it is (120)
- A one way system on Shore Road (100)
From 10th June to 29th June 2025 – Second segment – 818 responses
Order of popularity
- Two way traffic on Shore Road with removal of parking (298)
- Do nothing / keep Shore Road as it is (254)
- Full closure of Shore Road (164)
- A one way system on Shore Road (104)
When taking in the whole of the survey results at face value and including second preferences, the report concludes:
“The most preferred option for Shore Road was maintaining two way traffic while removing parking. If a second option is required, then developing the one way system option was the next most preferred option.”
During the Covid pandemic in 2020, Dorset Council erected barriers along Shore Road to create passing spaces and aid social distancing
Other key points from the report
Traffic movements
“Respondents mentioned in their comments that proposed changes could increase congestion on residential roads including De Moulham, Northbrook, Seaward and Clifton Roads, reduce safety near schools and parks, and worsen parking issues.”
Parking
“There is strong support from respondents for retaining some parking including for blue badge holders, elderly residents, those with mobility issues and families with beach equipment. Parking is seen as essential for mental wellbeing, accessibility, and enjoyment of the seafront.”
Accessibility
“Accessibility was a recurring theme throughout the engagement, with calls to retain parking for Blue Badge holders, elderly residents, and families with beach equipment.
“Suggested alternatives included drop-off zones, seasonal restrictions, and designated disabled bays to be included in all future designs.”
Safety
“Safety concerns mentioned throughout focused on narrow pavements, speeding vehicles, and risks to children near the beach. Respondents strongly supported widening pavements, reducing speed, and adding crossings and traffic calming measures mentioned in proposals.”
In fact a majority of respondents (65.3 percent) indicated strong support for a 20 mph speed limit.
Shore Road runs right next to the beach
“Important milestone in a long process”
In a statement a Dorset Council spokesperson said:
“On Monday 26th January 2026, Swanage Town Council will receive a report on the Shore Road Options Engagement prepared by Dorset Coast Forum. This follows public engagement on four possible approaches to improving the northern section of Shore Road, from Ocean Bay to the junction with Victoria Avenue.
“The report does not represent a final decision, but is an important milestone in a long process that started with feedback from local residents in 2022 / 23 calling for improvements to pedestrian safety and the public realm.
“As the highway authority, we’re reviewing the engagement results alongside technical data. Our preferred option will be discussed publicly at the following town council meeting on Monday 23rd February 2026.
“Any option taken forward by us will require further technical work, funding decisions and detailed design. Thank you again to everyone who had their say.”
It now remains for Dorset Council to assess all the input that they can take from the online survey, the engagement sessions, and other views of councillors, to come up with a preferred option or options.
It may also provide a chance to look at an option not yet considered, which is one way traffic with limited Blue Badge parking and drop off/pick up zones.
Further information
- Read the Dorset Coast Forum Shore Road engagement report in full
