One way or two way?

All the road markings suggest the new cycle path is one way, ie painted bike is travelling towards the river. However the blue signs are on both sides of the post. So cyclists use the bike lane in both directions which causes confusion when a head on chicken game of two bikes facing each other. It is also dangerous at junctions as the driver expects a one way cycle lane, but cycles are frequently using it on the opposite direction. This is even more dangerous on the section with a dropped kerb as vehicles need to use the cycle lane when traffic is in the oncoming lane (adjacent to Calor gas). It is a collision waiting to happen.