Local Government
Council ends litter enforcement as FOI shows late shift to ‘warnings first’
Two-year deal ended on 12 September; new documents reveal months of concerns over tactics, tourist fines on beaches, and lack of transparency
PEMBROKESHIRE COUNTY COUNCIL has quietly ended its partnership with controversial litter-enforcement company WISE, Freedom of Information disclosures reveal — just two years after the scheme was launched with an aggressive push on fixed penalty notices.
Documents released to The Herald confirm the contract formally ended on 12 September 2025. The Council also admitted it changed the rules in May 2025 so that WISE officers could only issue warnings on beaches, rather than immediate fines — a significant shift introduced more than a year into the agreement.
Although the deal has ended, the Council says its own in-house team will continue issuing fixed penalty notices (FPNs) for littering, dog-fouling and breaches of Public Space Protection Orders (PSPOs).
Early crackdown and hundreds of fines
The WISE partnership, launched with fanfare in September 2023, saw more than 600 fines issued in its first six weeks, as the Council promoted a zero-tolerance approach to littering and dog control.
Officers focused heavily on town centres and tourist hotspots, with several cases ending up before the Magistrates’ Court when residents refused or failed to pay. Some defendants told The Herald they felt “ambushed”, “picked on”, or “confused” by the rules they were alleged to have broken.
The tactics sparked concern in coastal communities, particularly Tenby, Saundersfoot and Broad Haven, where residents and business owners questioned whether strict enforcement on Blue Flag beaches risked punishing holidaymakers unfamiliar with seasonal restrictions.
FOI reveals warnings-only system introduced late
In a separate FOI response, PCC confirmed that in May 2025 it amended its procedures so that WISE officers were required to issue a formal warning, not a fine, on all Pembrokeshire beaches.
The Council has not explained the reason for the late change, which came after repeated complaints from locals — including dog walkers, parents and tourism businesses — about the proportionality of handing out £100 FPNs on busy summer beaches.
Contract ended in September — but no announcement
The key FOI statement is unambiguous:
“The contract ended on 12/09/2025.”
No public statement was issued at the time, and the ending of the scheme only became evident through FOI disclosures.
The Council told applicants that although the WISE arrangement has concluded, its own enforcement officers will continue to issue penalties where appropriate.
Questions remain over fines, revenue and accountability
The FOI responses did not reveal:
- the total number of fines issued over the full two-year contract
- how much money WISE retained versus how much went to the Council
- whether the company may be re-appointed in future
- what, if anything, will replace the WISE enforcement model
The Herald understands further FOI requests are now being prepared to establish the full financial and operational impact of the scheme, including how enforcement decisions were made and how many fines were issued in specific communities.
Several councillors have previously criticised the use of private contractors paid per fine, warning of “perverse incentives” and risks of “overzealous enforcement” in tourist-dependent towns.
Community reaction mixed
Some residents say high-visibility enforcement helped keep beaches and town centres cleaner during peak season. But others argue the approach damaged public goodwill, particularly where fines were given to visitors or elderly dog-walkers unfamiliar with time-limited restrictions.
Multiple town and community councils in coastal areas have privately told The Herald they want full transparency on the numbers and locations of fines issued — something they say was never provided during the contract.
Next steps
The Herald has asked Pembrokeshire County Council for:
- a full statement setting out why the WISE contract ended
- the total number of FPNs issued under the scheme
- the revenue split between WISE and PCC
- details of any future private-sector or in-house arrangements for enforcement
Further updates will follow as soon as PCC responds.
Local Government
Newgale hill closure warning as councillor fears “severe delays”
MOTORISTS are being warned to expect major disruption when resurfacing work closes Newgale hill later this month.
Pembrokeshire County Council is due to carry out work on Tuesday, June 23, from 9:00am to 3:30pm, and Wednesday, June 24, from 9:00am to 4:00pm.
The closure will affect the A487 from above the Newgale shop to Penycwm.
County councillor Mark Carter said he fully supported the resurfacing work, but had “severe concerns” about the diversion arrangements.
Traffic is expected to be sent along the partially single-track route from Penycwm to Victoria, Roch, via Eweston and Roch Bridge.

Cllr Carter said the route is used during winter storms when waves overtop at Newgale, but warned traffic is usually much lighter at that time of year.
He said: “I believe there will be severe delays and confrontation on this route when traffic meets head-on.”
He added that he had suggested alternatives, including carrying out the work at a quieter time of year, night working, a convoy system, or using a different route to create more of a one-way flow.
However, he said he had been told the closure would go ahead as planned.
Cllr Carter said PCC had indicated staff would be on the diversion route to assist traffic, but he had not yet received an answer about arrangements for service buses.
He advised residents to avoid the diversion where possible and allow extra time by travelling further around Newgale.
Local Government
Council admits 74 rights of way complaints remain unresolved
Key post vacant since February as walker raises safety concerns over paths near Llanteg and Amroth
PEMBROKESHIRE COUNTY COUNCIL has admitted that 74 public rights of way enquiries remain unresolved, as concerns grow over staffing shortages and alleged obstructions on countryside paths.
The admission follows a formal complaint from visitor Daniel Murphy, who contacted the council after walking a number of public footpaths in the Llanteg and Amroth area while holidaying in Pembrokeshire.
Mr Murphy said he had been using the paths to avoid busy roads while carrying his 11-week-old daughter, but claimed he encountered a series of problems including blocked or difficult access points, damaged gates, overgrowth, missing or concealed signage, dumped materials and intimidating conditions for walkers.
The complaint relates to paths identified on the Definitive Map as SP10/11, SP10/13, SP10/14, SP10/15 and SP10/20 on Map 87.
In correspondence seen by The Herald, Mr Murphy said he had first contacted the council on April 3, but had not received a substantive response. He later escalated the matter as a formal complaint.
Among the issues he raised were claims that fencing had been placed across a path, that a kissing gate had been modified with a timber plank, that a gate mechanism had been damaged, and that old roofing sheets had been dumped near one of the routes, raising concerns over potentially hazardous material.
He also reported severe overgrowth at gates and stiles, and claimed one section of path was affected by an aggressive loose dog.
Council response
Pembrokeshire County Council confirmed to The Herald that it had received the formal complaint.
A council spokesperson said an inspection of the footpaths associated with the complaint would be carried out by officers by the end of this week.

The council also confirmed that its Definitive Map Officer post has been vacant since February 1, 2026, while recruitment options are being considered.
Asked whether public rights of way legal enforcement was currently suspended or delayed because of staffing shortages, the council said there were “limited staff resources” available to deal with Public Rights of Way legal matters.
It said cases were being triaged and staff resources were being prioritised towards urgent and critical matters.
The council confirmed that, at present, 74 enquiries remain outstanding in the Pembrokeshire County Council area.
It said that when public rights of way are alleged to be obstructed, an automated holding response is currently issued. The enquiry is then triaged, with priority cases identified and progressed as capacity permits.
The council also said the report of potentially hazardous materials being deposited on or beside the routes would be investigated as part of the planned inspection.
‘Committed to statutory duties’
A council spokesperson said: “The Council would like to reassure the public that it remains fully committed to meeting its statutory duties in relation to public rights of way and to ensuring that routes are accessible and open for all users.
“We recognise the importance of this service; however, there is currently a national shortage of specialist expertise in public rights of way roles.
“Recruitment to the Council’s vacant Definitive Map Officer post has therefore proved challenging. In light of this, we are actively exploring alternative options to ensure that our responsibilities continue to be delivered effectively.
“We are hopeful that the recruitment position will be resolved within the next few months and will continue to keep the situation under close review in the meantime.”
The Herald understands that the routes concerned sit within the wider Llanteg and Amroth footpath network, an area used by both residents and visitors.
The council’s inspection is expected to determine whether the reported obstructions, damaged access points and possible hazardous materials require further action.
Local Government
Cllr Thomas Tudor welcomes new Riverside transport interchange
CLLR THOMAS TUDOR has welcomed progress on the new Glan-yr-Afon Riverside Public Transport Interchange in Haverfordwest, saying the development will help support the future regeneration of the county town.
Cllr Tudor, who represents the Castle Ward, visited the site with Pembrokeshire County Council officers and said he was optimistic about the role the interchange could play in making Haverfordwest a more attractive place to live, work, visit and invest in.
He said: “As county councillor for the Castle Ward, it was very pleasing to visit the Glan-yr-Afon Riverside Public Transport Interchange and see the progress being made.
“I believe the interchange will help Haverfordwest become a more multi-functional town centre, supporting residents, businesses, visitors and public transport users.
“It has the potential to contribute to a thriving commercial and residential location, with a stronger sense of place and a more vibrant community. I am very optimistic about the future development of Haverfordwest as the county town of Pembrokeshire.”
The new development includes parking over three floors, bus bays, disabled and parent-and-child spaces, EV charging points, motorcycle bays, cycle hoops, a taxi rank with EV infrastructure, public toilets, a Changing Places facility, indoor waiting areas, customer information screens, lifts, stairwells, and secure office space for council staff and police use.
Caption:
Cllr Thomas Tudor at the Glan-yr-Afon Riverside Public Transport Interchange in Haverfordwest.
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