Concerns raised over misleading social media account using AI imagery and satire to mimic official voice

A FACEBOOK page posing as Tenby Town Council has sparked confusion after sharing a lengthy “cash cow” rant about investment in Pembrokeshire — alongside what appears to be an AI-generated image.

The post, which criticises Pembrokeshire County Council’s spending priorities, was published under the name “Tenby Town Council” and has already been circulating locally. However, The Herald understands the page is not affiliated with the real Tenby Town Council.

The genuine council page is used for official updates, meetings and community notices, and does not publish political commentary or satirical essays in this style.

The post itself features a surreal image of an emaciated cow drinking from Tenby’s historic town pump in Tudor Square — a scene widely believed to be artificially generated. The accompanying text uses highly stylised language to portray Tenby as a “cash cow” for the wider county, claiming the town generates significant tourism revenue while receiving limited reinvestment.

While the argument reflects concerns that are sometimes voiced by local businesses, the tone and presentation have raised questions about the use of artificial intelligence and parody accounts to mimic official bodies.

A spokesperson for Tenby Town Council is expected to clarify that the page is not legitimate.

The incident highlights growing concerns about the ease with which social media accounts can imitate trusted organisations, particularly when combined with AI-generated images and persuasive writing styles.

With no clear indication that the page is unofficial, there are fears that residents and visitors could be misled into believing the content reflects the council’s official position.

The Herald understands that the matter may be raised with Facebook, as calls grow for clearer verification of public authority accounts online.

New centres proposed for Milford Haven and Pembroke as ageing facilities face replacement

PEMBROKESHIRE COUNTY COUNCIL’S Cabinet has approved a major investment programme aimed at transforming leisure facilities across the county.

The multi-million-pound Leisure Investment Programme includes plans for new leisure centres in Milford Haven and Pembroke, alongside a £4.6 million package to repair and extend the life of Tenby’s swimming pool.

Cabinet members were told that both Pembroke and Milford Haven leisure centres are reaching the end of their usable life. Pembroke Leisure Centre opened in 1974, while Milford Haven’s facility followed in 1984, ten years after the site’s original swimming pool.

The report highlighted that maintaining the ageing buildings would require millions of pounds in ongoing repairs, with replacement now seen as the most sustainable long-term solution.

For Milford Haven, Cabinet approved £1.2 million to develop detailed plans, including design work and pre-construction activity. The proposed new leisure centre would be built alongside the town’s planned new primary and secondary school development.

In Pembroke, councillors agreed £195,000 to carry out feasibility studies for a new leisure centre on the existing site.

Meanwhile, Tenby’s swimming pool will receive a £4.6 million capital grant awarded to the Tenby and District Swimming Pool Association, which owns the facility. The funding is expected to extend the pool’s lifespan by at least ten years, allowing time to explore longer-term options, including possible integration with future secondary school provision in the town.

Cllr Rhys Sinnett, Cabinet Member for Residents’ Services, said the decision marked a major step forward.

He said: “We have taken a significant step towards delivering leisure facilities that are fit for the future and meet the needs of our communities.

“We are committed to providing high-quality sports and leisure provision across Pembrokeshire, and where significant investment is required, we will not shy away from it. These facilities play a vital role in supporting long-term health and wellbeing.”

Council confirms advanced discussions as speculation grows over high street boost

HAVERFORDWEST could soon see a major high street revival, with a national retailer in advanced talks to take over the former Wilko building in the town centre.

Pembrokeshire County Council has confirmed that negotiations are ongoing, with a deal potentially just weeks — or even days — away.

Speaking to The Herald, Deputy Leader Cllr Paul Miller said the authority is in “detailed discussions with a major national retailer” over the prominent vacant unit.

However, he declined to name the business involved, citing commercial confidentiality.

Speculation grows

Despite the secrecy, speculation has been mounting locally that clothing giant Primark could be the retailer preparing to move into the site.

The size of the former Wilko store — one of the largest retail units in the town — has led many to believe only a handful of national chains would be able to occupy the space.

When asked directly whether Primark was involved, Cllr Miller did not confirm the claim, but also did not deny it.

Work already underway

The council has taken steps to prepare the building for a new tenant following Wilko’s collapse into administration.

This includes carrying out essential structural repairs, particularly to the roof, funded through a combination of council investment and an interest-free Welsh Government town centre loan.

Cllr Miller said the aim is to deliver a “blank canvas” for a new retailer, who would then invest further in fitting out the store.

He added that any incoming tenant would likely spend “millions” preparing the unit before opening.

Boost for town centre

The arrival of a major national retailer would represent a significant boost for Haverfordwest, which has faced challenges in recent years with declining footfall and the loss of several well-known stores.

The Wilko closure left a large gap in the town centre, both physically and economically, and securing a new anchor tenant is seen as key to revitalising the high street.

If confirmed, the move could increase visitor numbers, support surrounding businesses, and help restore confidence in the town’s retail future.

Deal ‘close’

Cllr Miller indicated that negotiations are at an advanced stage.

He said: “I’d like to think we’re talking weeks, not months — maybe even days, but these things can change.”

While no formal agreement has yet been announced, the timeline suggests a decision could be imminent.

What happens next

Until a deal is formally signed, the identity of the retailer remains unconfirmed.

However, with negotiations progressing and work underway on the building, expectations are growing that a major announcement could soon follow.

For now, all eyes remain on Haverfordwest — and on whether one of the UK’s biggest retail names is about to arrive.

We have contacted Primark for a comment.