News
Careful how you boast about readership figures, Herald Editor warned

Thomas Sinclair, Editor: Told by the ASA that The Pembrokeshire Herald must be clearer about sources of readership data
THE PEMBROKESHIRE HERALD must be clearer about its sources of data in advertisements comparing readership levels with other newspapers, the Advertising Standards Authority has said.
In a ruling released today (Feb 1), following a complaint by the Western Telegraph’s management, the ASA said that the public could have been mislead by The Pembrokeshire Herald’s claim in July last year that the paper had more combined readers in print and online than its nearest rival.
Whilst the claim was true, the ASA were unhappy that the paper’s Google Analytics data was not subject to external audit, unlike the data for the Western Telegraph, which is.
The ASA ruling reads: “We noted that the Pembrokeshire Herald had supplied information from a variety of different, third-party sources to compare respectively the figures for print readers and website visitors for their own publication and the Western Telegraph. However, while the figures provided for print readers of the Western Telegraph had been audited by the Audit Bureau of Circulation, and the figures for visitors to the Western Telegraph website had been prepared to the industry agreed standards defined by the Joint Industry Committee for Web Standards in the UK (JICWEBS), the data relating to their own publication and website had not been similarly audited or verified.”
The Pembrokeshire Herald is now running similar adverts, with an amendment making it clear to readers that their data is sourced by Google Analytics.
Editor of The Pembrokeshire Herald, Thomas Sinclair, said: “We are proud that we are the number one source for news in Pembrokeshire. We can understand why the Western Telegraph have been attempting to block us advertising this. In my view, this whole farrago has been an attempt by a large multinational to bully a small publisher. Everyone trusts Google Analytics as the standard benchmark for web visits worldwide.
“It is my view, regretfully, that the ASA has assisted Newsquest in its attempt to bully The Pembrokeshire Herald. ABC and JICWEBS, in my view, operate as a cartel.
“I have noted that many local news publishers across Wales do not subscribe to ABC for audit (source IWA Report on Media in Wales, 2015). I note that Tindle Group do not subscribe to its services in Wales according to the same IWA report. ABC is clearly not accepted as an ‘accepted industry standard’ in Wales, or rather it is only accepted as such by a small number of non-local media publishers, prepared to pay its fees. In essence ABC acts as a de facto cartel and the ASA is endorsing a cartel position.
“ASA previously accepted our readership figures for The Pembrokeshire Herald were accurate based on the same data we relied upon to provide the figures underlying this advert. Either the ASA is behaving inconsistently or the ASA is effectively acting as an agent to compel publications to subscribe to ABC – either subscribe to ABC or do not produce circulation or readership figures seems to be the essence of the ruling.
“Ignoring empirical evidence from Google Analytics places self-audited, tick box figures above factual accuracy. The effect of that is that publishers who subscribe to JICWEBS are able to make frankly nonsensical and inconsistent claims about their online reach. We have demonstrated this to the ASA previously and I cannot conceive of another field in which self-certification is preferred over real time data which cannot be altered to suit an agenda.
“The reliance on JICWEBS is, with respect, flawed and anti-competitive. It favours those prepared to pay for a service that can be sourced elsewhere, especially if it is used as a club by the ASA to beat publishers with which to beat non-subscribing publishers over the head.
“Relying on a limited set of metrics for data is plainly both anti-competitive and encouraging a cartel position to continue.”
News
Lib Dems call for emergency VAT cut for hospitality as families ‘priced out’
THE WELSH LIBERAL DEMOCRATS are calling for an emergency 5% VAT cut for pubs, restaurants and other hospitality and entertainment businesses in next week’s Budget — part of a bold £12 billion plan to tackle the cost-of-living crisis that has made “going out an unaffordable luxury” for many families.
Under the proposals, VAT would be reduced from 20% to 15% on hospitality, accommodation and visitor attractions. The move would boost struggling high streets and bring down prices for hard-pressed families across Wales.
The plan forms part of a two-pronged “cost of living and cost of doing business rescue package,” which also calls on the Chancellor to cut household energy bills by scrapping the current renewables obligation levy. Together, these measures — to remain in place until April 2027 — would save a typical family around £270 over the next 18 months.
Funding would come from a new windfall tax on big banks, originally proposed by the IPPR think tank. The tax could raise an estimated £30 billion between now and 2030, with less than half of that needed to cover the cost of the VAT cut (£7.5bn) and the removal of the renewables obligation levy (£4.5bn).
The Liberal Democrats say their proposals would give a vital boost to Welsh pubs, restaurants and entertainment venues currently struggling under the “double whammy” of high taxes and falling customer spending.
Recent research by More in Common found that almost two in three Britons (59%) believe restaurant meals are now unaffordable for most people, while over half (51%) said the same about a night out at the pub, and 45% about a trip to the cinema.
David Chadwick, Welsh Liberal Democrat Westminster Spokesperson, said: “People are working with their nose to the grindstone all month and have next to nothing left over after sky-high bills and spiralling food prices.
In years gone by, people could look forward to fish and chips on a Friday or a weekend trip to the cinema. Now those small joys – the ones that make life worth living – are becoming an unaffordable luxury for too many.
High street businesses have been hammered by Labour’s jobs tax, so it’s no wonder so many treasured pubs, restaurants and cafés are closing their doors, taking with them vital jobs and community spaces.
It doesn’t have to be that way. With a new voting system in the Senedd, every single vote for the Welsh Liberal Democrats will count and deliver change with fairness at its heart.
Our plans to cut VAT on hospitality and energy bills would put £270 back into people’s pockets, making it easier to heat their homes and spend a little more locally. This would help restore our high streets, drive economic growth and give the country a much-needed morale boost.”
Crime
Haverfordwest man fined for damaging car wing mirror
Victim later retracted statement, court hears
A HAVERFORDWEST man has been fined after admitting to damaging a car wing mirror belonging to a woman in the town earlier this year.
Luke Owen, 33, of Wayside Close, Simpson Cross, appeared before Haverfordwest Magistrates’ Court on Tuesday (Nov 12), where he pleaded guilty to criminal damage.
The court heard that on May 7, 2025, Owen damaged the wing mirror of a black Peugeot 2008.
Prosecutor Sian Vaughan said the damage was minor, and a victim personal statement was not presented to the court as the complainant had since retracted it.
Owen, represented by Mike Kelleher of Welch & Co Solicitors, was fined £40.
He was also ordered to pay £20 in compensation, £85 in prosecution costs, and a £16 victim surcharge.
Magistrates allowed the fine to be deducted from Owen’s benefits.
Crime
Whitland woman’s no-insurance charge discontinued
A WHITLAND woman accused of aiding another person to drive without insurance has had her case discontinued at Haverfordwest Magistrates’ Court.
Louise Mary Hook, 52, of Compton House, Llanfallteg, was alleged to have aided and abetted Christopher Rone in using a Fiat Ducato van without insurance on High Street, Narberth, on May 15.
The prosecution claimed that Hook had encouraged or permitted Rone to drive the vehicle when no valid insurance policy was in force.
However, when the case came before magistrates on Tuesday (Nov 12), the Crown Prosecution Service confirmed that the matter had been discontinued and no further action would be taken.
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