REFORM UK leader Nigel Farage has been criticised after a campaign advert urging people to vote in the “London elections” appeared in a Welsh newspaper read by voters in Powys.

Critics say advert shows Reform’s campaign is focused on London, not Wales

The two-page party political advert was published in the Powys County Times on Friday (May 1), just days before voters in Wales go to the polls in the Senedd election on Thursday (May 7).

The advert included a letter from Mr Farage in which he attacked London Mayor Sadiq Khan and claimed the capital had become “lawless” and “unrecognisable” under Labour.

But the message appeared to have been aimed at London voters, not those in Powys.

In the letter, Mr Farage wrote: “If you want to get rid of Keir Starmer and change the direction of this country, there is one way to do it: Vote Reform in the London elections on May 7th.”

He added: “London needs Reform. It is one of the world’s great capitals. Yet these days Sadiq Khan’s London often feels lawless and unrecognisable to Londoners who can no longer afford to live in their own city.”

The advert has since been seized on by rival parties, who say it raises questions about Reform UK’s focus on Wales during the Senedd campaign.

A Welsh Labour source said: “For Wales, see London. Reform UK’s focus isn’t on Wales, it’s on getting Farage into Number 10.

“They don’t even care enough to place the right advert in the right country. It’s all about promoting Farage as their front man and fooling voters into thinking they’ve got more than slogans.”

Voters in Wales will elect Members of the Senedd on Thursday, while a number of local council and mayoral elections are also taking place in England.

In London, all 32 boroughs are holding elections, with more than 1,800 councillors due to be elected.

The Welsh Liberal Democrats also criticised the advert.

Glyn Preston, the party’s lead candidate for Gwynedd Maldwyn, said: “Reform can’t even get the right election on their own leaflets. It says everything about how little they understand or care about Wales or Powys, and raises serious questions about their ability to run the country.

“While they’re busy talking about Sadiq Khan and London, the Liberal Democrats are focused on the issues that actually matter to people here in Powys — long NHS waiting times, rural communities, and securing a fair deal on investment from Cardiff Bay.

“Powys deserves representatives who are rooted in the communities they serve, who know and understand local challenges, not yes-men taking their lead from Nigel Farage in London in his latest quest for power.”

Reform UK has been running newspaper adverts across Wales in the run-up to the Senedd election.

The party has been polling strongly, with surveys suggesting it could make major gains under the new voting system.

Reform UK has not yet commented publicly on why a London-focused advert appeared in a Powys newspaper.

When the alerter sounds, 18-year-old Bobi Jones swaps his school for his local fire station, serving as one of Mid and West Wales Fire and Rescue Service’s (MAWWFRS) youngest On-Call Firefighters.

He responds to incidents in his own time and has been granted special permission by his school, Ysgol Bro Teifi to leave free periods whenever an emergency call comes in.

Bobi applied to become an on-call firefighter shortly before his 18th birthday and follows in the footsteps of his brother, father, uncle and grandfather, marking three generations of firefighters and over 75 years of combined service. His family’s legacy reflects the strong community roots and sense of duty that have underpinned MAWWFRS for three decades.

Having spent time around his local fire station and the fire and rescue service from a young age, Bobi was keen to join the service. With an upcoming point of entry test, he applied as soon as he was eligible.

After completing his initial training, Bobi joined the crew at Newcastle Emlyn Fire Station in November 2025 and has enjoyed responding to incidents while further building his skills and knowledge. One standout incident was a fire at a local gym where he was involved in rolling out hoses and establishing safety lines.

As well as following in his family’s footsteps, Bobi says he joined MAWWFRS as he wanted to support his local community, which he has found really rewarding. Alongside his operational role and playing for Newcastle Emlyn Rugby Club, Bobi is studying A-Level Business and Sport and plans to start an electrician apprenticeship after finishing school, with a long-term goal of becoming a Wholetime Firefighter.

Talking about balancing his role as an on-call firefighter with life as a sixth-form pupil at Ysgol Bro Teifi in Llandysul, Bobi said:
“There’s a good crew here at Newcastle Emlyn Station, which includes members of my family. We all support each other and there’s great camaraderie here.”

Asked what advice he would give to anyone considering becoming an on-call firefighter, Bobi added:
“I would say absolutely go for it, the availability options are flexible enough to suit everyone and the Service is always recruiting for more on-call firefighters.”

Mid and West Wales Fire and Rescue Service is currently recruiting for on-call firefighters who, like Bobi, remain an essential part in protecting communities.
The role of an on-call Firefighter provides many opportunities for personal and professional development, through training, teamwork, leadership and problem solving. On-call firefighters receive payment for their services, including retainer fees and call-out payments, supplementing their income from other employment.

Tree surgeon preparing 150ft descent after live firing delayed rescue attempt

A MAJOR rescue operation is being planned this afternoon to reach two lambs stranded below the cliffs at Stack Rocks.

Local tree surgeon Callum Jones is preparing to descend around 150ft using rigging and harnesses in a last-ditch attempt to bring the animals to safety.

The lambs, believed to be this year’s stock and less than 12 months old, have been stranded below the cliffs for more than 24 hours.

Their rescue has been complicated by live firing at Castlemartin Range during daylight hours. Concern had grown on Tuesday as the tide rose, but there have since been unconfirmed reports that the animals survived the night.

The Herald understands that firing at the range is due to finish at 4:30pm today (Wednesday, May 6), allowing the rescue attempt to go ahead.

Callum, of Mighty Oaks Tree Care, told The Pembrokeshire Herald: “It’s going to be difficult, but when you’re in this profession, every job is difficult in its individual way.

“My plan is to try and get my jeep down, as this will make it much easier to rig off the vehicle and get down the cliff.

“Obviously I’ll have multiple ropes to back myself up, and if all goes well, I’m hoping to use a haulage system to bring the lambs up.

“If I can’t get them inside a harness, then I’ll have to get them up in a ton bag.”

Callum will be supported by two members of his Mighty Oaks Tree Care team.

He added: “They’re exceptionally competent lads who are used to rigging up difficult things, so rescuing the lambs from Stack Rocks shouldn’t be too much of a problem.

“As soon as I found out about the lambs’ situation, I knew I had to do as much as possible to try and save them.

“Their plight has prompted so much concern throughout the county, and we’re determined to do everything we can to get them back to dry land.”

The coastguard has urged members of the public to stay back from the cliff edge and not to attempt to look down at the animals.

Meanwhile the RSPCA said they would not help. In a statement sent to The Herald they said: “We need to focus our dedicated frontline officers where they can help as many animals as possible, so we have made the difficult decision to cease our sea boat and rope rescue operations.

“These teams have done some amazing work over the years but the reality is we deploy these services very infrequently and they are very time and resource intensive.

“After careful consideration, we decided the considerable costs of training staff and maintaining equipment for this service, at a time when there are unprecedented demands on our services, can be better redeployed into other areas of our work.”

HM Coastguard attempted to rescue the animals on Tuesday (May 5), but were unable to complete the rescue due to live firing exercises.

The RNLI were also contacted.