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
Changes approved to final phase of Saundersfoot housing scheme
Affordable housing proportion rises as apartment plans replaced with family homes
AMENDMENTS to the final phase of a housing development in Saundersfoot have been approved, reducing the overall number of homes while increasing the proportion of affordable properties on the site.
Morgan Construction (Wales) Limited, through agent Evans Banks Planning Limited, sought permission to reconfigure the third phase of a residential development at Whitlow, Narberth Road, Saundersfoot.
The application was recommended for approval and came before members of Pembrokeshire Coast National Park’s Development Management Committee at its March meeting.
The original scheme, granted permission in 2023 and already partly built, allowed for a total of 54 homes. Under the revised proposals the number will be reduced to 47.
A planning officer’s report explained that the development is being built in phases. Phase one consists of 16 market homes, while phase two includes 19 affordable properties.
The application concerned the final stage of the project, known as phase three.
Under the original consent, phase three would have delivered 19 one- and two-bedroom apartments located in the centre of the site. However, the revised plans replace those flats with a mix of houses.
The new layout will include two three-bedroom detached houses, three two-bedroom detached bungalows, four two-bedroom terraced townhouses and three three-bedroom terraced townhouses.
This change reduces the number of homes in phase three from 19 apartments to 12 houses.
Although the number of affordable homes across the development will remain unchanged, the reduction in market housing increases the proportion of affordable properties on the site from 35.1 per cent to 40.4 per cent.
The applicants told planners that demand for the previously approved apartments had been limited. They said there was already a considerable supply of such properties in the lower part of Saundersfoot, while demand locally appeared stronger for homes suited to young families and for older residents wishing to downsize into smaller bungalows.
The report added that without the changes the final phase of the development could remain unbuilt, leaving future residents living on a partially completed site.
Committee members agreed to grant delegated approval to planning officers, subject to the completion of legal agreements covering planning obligations.
These include provisions to secure the affordable housing in perpetuity, along with financial contributions towards library services, recreational open space and sustainable transport.
Local Government
Appeal after Tenby harbour RNLI building takeaway refused
AN APPEAL has been lodged against the refusal of plans for a takeaway food kiosk at a former lifeboat store in Tenby’s seaside harbour, despite planning officers recommending the scheme for approval.
Last March, members of the Pembrokeshire Coast National Park Authority development management committee rejected proposals to site a takeaway food kiosk at the former RNLI lifeboat store at Penniless Cove, Tenby Harbour.
The application, submitted by Ruby Goodrick, sought permission to convert the old store into a takeaway cold food outlet operating seven days a week from 10:00am to 10:00pm.
The scheme came before councillors rather than being determined under delegated powers after Tenby Town Council objected to the proposal.
Despite the objection, planning officers recommended the scheme for approval, even though it represented a departure from the adopted development plan.
An officer report said: “Whilst it is acknowledged that the proposed use would introduce a retail element to this area of the harbour, on balance officers consider that no significant harm would be caused to the character of Tenby Harbour as a result of this development.
“The use proposed occupies a relatively small floor area and would not be a destination in and of itself. Rather, it would rely on the existing footfall within the harbour.”
Speaking at the meeting in March (2025), Alistair McKay, representing Tenby Sailing Club, warned the proposal could create potential conflicts with other harbour users.
The applicant told councillors she was “more than happy” to adjust the proposed opening hours. Ms Goodrick said the business would build on the success of her mother’s former sandwich shop in the town, Truly Scrumptious.
The proposed outlet, called Truly@The Harbour, would “contribute positively to the local economy,” she said.
However, committee members raised concerns including congestion in the harbour area and the handling of waste.
Members eventually voted by 12 votes to three to refuse the application.
The applicant has now lodged an appeal with Planning and Environment Decisions Wales (PEDW).
In a statement supporting the appeal, Ms Goodrick said: “The proposal is modest in scale, does not harm the retail hierarchy, is in close proximity to the town centre, and has received no objections from the majority of the statutory consultees.”
The appeal statement adds that the refusal was based on the kiosk being outside the defined town centre boundary.
However, it argues that the building is located only around 25 metres outside the retail centre boundary and would otherwise represent a use considered acceptable within the town centre.
Community
Town hall takeover plan questioned as cost figures conflict
CONSULTATION DRAWS JUST 25 RESIDENTS AS RUNNING COST ESTIMATES VARY BY TENS OF THOUSANDS
THE PROPOSED transfer of Fishguard Town Hall to the town council has come under scrutiny after documents revealed conflicting estimates of the building’s running costs.
Freedom of Information responses and council documents suggest the historic building could cost tens of thousands of pounds a year to operate, raising questions about whether Fishguard and Goodwick Town Council can afford to take on responsibility for it.
Budget links tax rise to town hall plan
A budget report prepared by Fishguard and Goodwick Town Council shows the authority planning £166,336 in spending for the 2025–26 financial year, an increase on the previous year.
Within the administration section of the proposed budget, the council confirms that £20,000 has been allocated towards the proposed Community Asset Transfer of Fishguard Town Hall from Pembrokeshire County Council.
The document also links a proposed 16 per cent increase in the council’s precept directly to the takeover proposal.
After two years with no increase due to the cost-of-living crisis, the report states the rise is “directly related to the proposed CAT of Fishguard Town Hall.”
The council plans to request a £147,070 precept for the coming year.
Dispute over running costs
However, debate over the plan has intensified after different figures emerged for the building’s running costs.
Pembrokeshire County Council has said the average annual cost of utilities — including gas, electricity, water and sewage — for the building over the past three years was between £25,000 and £30,000.
But other figures circulating locally suggest the costs may be far higher.
One estimate cited by residents claims energy bills alone could be around £47,000 a year.
Separate operational figures released through a county council Freedom of Information request indicate that when staffing, maintenance, utilities and business rates are included, the total cost of running the building could exceed £70,000 annually.
Consultation numbers raise questions
Consultation figures released by the Town Council also show relatively modest public engagement with the proposal.
According to the council, 25 people attended the public consultation meeting held at the Town Hall.
A further 93 paper survey responses and 17 online responses were submitted through the council’s consultation process.
The council has not yet published the draft business plan or energy survey relating to the building, stating the documents are still under review.
Transfer still undecided
The potential Community Asset Transfer of Fishguard Town Hall from Pembrokeshire County Council to the town council has been under discussion since 2024, but the arrangement has not yet been formally agreed by either authority.
If the transfer goes ahead, responsibility for operating and maintaining the building would pass from the county council to Fishguard and Goodwick Town Council.
Supporters of the proposal say it would give the community greater control over the future of the historic building.
However, critics argue the long-term costs could place significant pressure on the town council’s finances.
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