Bath businessman Mike Watts says council signage for the Kelston toll road has still not appeared.
Mr Watts is hoping the start of the new school term will boost business for the toll road, but he is also worried because he needs signage to advertise the route.
The £150,000 road opened at the start of August in response to the long-term closure of the A431, caused by a landslip in February.
Mr Watts is expecting the 25,000th car to drive through by tomorrow.
He said: "Each day we're getting a few more.
"Unfortunately, I have to say this, BANES are dragging their feet with the signage.
"It's not just about us trying to get people over the road, it's about making the road do what it's supposed to do, which is hopefully ease congestion.
"Outside of Oldfield School they have signs halfway across the road still.
"Places like the Lower Bristol Road are key places to let people know the toll road is an option. They are just dragging their feet.
"Every car coming from Bath, the drivers are complaining about the signage. It's only because they know the toll road is open that they are coming along.
"What we're concerned about is next week when the kids are going back to school. What you will have is this nose to tail traffic which the toll road is designed to relieve.
"From the South Gloucestershire end it's already been sorted."
Mr Watts has applied for retrospective planning permission and this will be discussed at a parish council meeting next Thursday.
