NEW data reveals that almost half of people in Britain say they would never swim in the sea during the summer — the news comes amid growing anger over sewage pollution, including on Pembrokeshire’s beaches.

A new poll commissioned by the Liberal Democrats found that 44% of people would not swim in the sea, up six percentage points in just two years. This comes despite the UK Government’s pledge to halve sewage spills by 2030.

The survey also revealed little public faith in that target. Fewer than one in five (18%) said they would be more likely to swim if sewage spills were halved, while 19% said they would be less likely. Nearly half (45%) said they still would not swim even if the target was met.

Almost three in ten (29%) of those who currently swim in the sea during summer now say they have stopped altogether because of sewage dumping — up from 23% in 2023.

Protests in Pembrokeshire

In May, around 200 people joined a “Paddle Out” protest at Broad Haven, organised by Surfers Against Sewage, to highlight repeated sewage discharges and demand urgent action from Dŵr Cymru/Welsh Water. Campaigners warned that pollution threatens public health and the tourism economy.

Welsh Water has previously admitted to sewage discharges into Pembrokeshire waters, but says these are legal storm overflow releases during heavy rainfall to prevent flooding. The company says it is investing millions in infrastructure to reduce the need for overflows.

Local concerns
Some Pembrokeshire residents say their confidence in the safety of local waters has been badly shaken. Last year, Tenby mother Jayne Etherington said her daughter became seriously ill with E. coli after swimming at Amroth, warning that people “can’t swim safely” without checking pollution alerts.

On social media, beachgoers have voiced anger at the number of Pembrokeshire bathing spots affected by sewage warnings, with one commenting that it covers “basically the entire coast.”

Political voices
Mid & South Pembrokeshire MP Henry Tufnell has repeatedly pressed Welsh Water over its environmental record and executive pay while sewage discharges continue. He has highlighted figures showing the equivalent of 17 tanker-loads of sewage a day being released into a protected conservation area in Haverfordwest as “simply unacceptable.”

Tufnell has chaired public meetings on river and coastal water quality, worked with local environmental groups such as The Cleddau Project, and called for tougher regulation and enforcement. He regularly checks water-quality monitoring data for Pembrokeshire’s beaches and has raised concerns over conditions in Newport and Fishguard.

Welsh Liberal Democrat Senedd candidate for Ceredigion Penfro, Sandra Jervis, has also made water quality a campaign priority. She says both the UK and Welsh Governments have failed to address the sewage scandal and is calling for a ban on executive bonuses at water companies, higher fines for polluters, and stronger regulatory powers.

Welsh Water response
Welsh Water says it is committed to cutting sewage spills by investing in upgrades, better monitoring, and nature-based solutions. It points to Natural Resources Wales data showing most Pembrokeshire bathing waters rated “good” or “excellent” last season.

The company says it operates within environmental permits and that meeting the 2030 target will require continued cooperation between water companies, governments, regulators and communities.

Protecting Pembrokeshire’s coastline
While campaigners, politicians and residents may disagree on the pace of change, there is broad agreement that Pembrokeshire’s coastline is central to its identity, economy and quality of life. The question now is not whether action is needed — but how quickly it can be delivered.

Commenting, Welsh Liberal Democrat Senedd Candidate for Ceredigion Penfro (Ceredigion & Pembrokshire) Sandra Jervis said: “This coastline crisis threatens to wreck Welsh summers, with people afraid of swimming in the sea due to rampant sewage dumping. These polluting firms have been let off the hook at every turn, and it is our local environments and people’s summer holidays that are suffering the consequences.

“In communities like mine, the sewage crisis poses a serious risk not only to wildlife and human health, but also to our thriving tourism industry.

“Both the UK and Welsh Governments have failed to get to grips with this crisis, and the public expect more than a job half done.

“The Welsh Liberal Democrats will be running on a platform to clean up our waterways for good at next year’s Senedd elections. That means a full ban on water company executive bonuses, higher and more persistent fines for breaches and for a strong regulatory body that actually enforces the rules.”