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Local Government

Council ends litter enforcement as FOI shows late shift to ‘warnings first’

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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.

 

Community

Campaign to ‘save’ River Cleddau hits over 2,200 signatures

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A PETITION call for a public commitment to save Pembrokeshire’s River Cleddau which has attracted more than 2,200 signatures, and is due to be heard by full council, ends in a few days.

The e-petition on Pembrokeshire County Council’s own website, started by James Harrison-Allen, says: “We call on Pembrokeshire County Council to create and enact a Clean Rivers Policy to restore the Cleddau to good health after decades of neglect and degradation.

“The Cleddau flows through the heart of Pembrokeshire, including our county town, and is the foundation for Pembrokeshire’s prosperity. The river is failing, and we need to act now to save it from irreversible decline.

“What’s the problem? The Cleddau rivers and estuary are the worst (and worsening) polluted SAC (Special Area of Conservation) designated rivers in Wales; worse even than the Wye and the Usk (NRW Water Assessment Report 2024), and considerably worse than the neighbouring Towy and Teifi.

“Damaging impacts on Pembrokeshire’s economy, public health and the natural environment. Ineffective regulation; monitoring, responding, policing, enforcement and prosecutions. What should PCC be doing to address this? Make a formal, public commitment to cleaning up the Cleddau. Make the health of the Cleddau central.”

Earlier this year, Henry Tufnell, MP for Mid and South Pembrokeshire, called for “urgent” action to tackle the poor state of the River Cleddau when he chaired a discussion bringing together key stakeholders, environmental experts, and community voices to address the issues surrounding water quality and pollution.

The panel event, organised by local river action group The Cleddau Project, covered topics including pollution sources, enforcement failures, and potential solutions to improve the river’s health.

The e-petition runs up to February 1, and had attracted 2,207 signatures by January 27.

If a petition gets 500 signatures, the creator will have an opportunity to debate it at a future full council meeting.

 

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Education

‘Vulnerable teen’ questioned by police at Milford Haven School

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Mother raises concerns over delay in being informed following cannabis incident

A MILFORD HAVEN parent has raised serious safeguarding concerns after her 13-year-old son—who has ADHD and autism—was questioned by police at Milford Haven School in connection with suspected cannabis, without her being informed for several hours.

Jenn Reynolds said the incident occurred at around 12:00pm, but she was not contacted until 5:00pm, when deputy head Mr Thomas phoned her. She alleges another pupil brought suspected cannabis into school and handed it to her son, Rhys, who she says was “forced” into looking after it. Rhys was searched and questioned by attending officers, and did not disclose the matter to his mother beforehand.

“My kid is vulnerable—he would agree to anything,” Ms Reynolds said. “He has additional needs, and I should have been notified immediately so I could be present during any search or questioning.”

She added that her son now faces disciplinary action, including possible expulsion or placement in the school’s “REMOVE” provision, an internal withdrawal or isolation room. Ms Reynolds also referenced a prior Year 7 incident in which her son was assaulted and footage circulated on Snapchat; she claims she was initially told the perpetrator was expelled but later learned it was only temporary, and her expressions of concern at that time led to a temporary ban from the school premises.

The matter is now being discussed in local parent group chats, with some encouraging escalation.

Council and school response

Pembrokeshire County Council confirmed its education and safeguarding teams are involved and that “appropriate communication was held with key agencies.”

On the delay in parental notification, a spokesperson said: “The parent should be advised of any safeguarding concerns as soon as possible—this may mean a delay as the school looks into the concerns and liaises with agencies such as police.”

The council emphasised support for vulnerable learners, adding: “Support is provided to any young person with an appropriate adult present and the process explained to them in a way which they would understand.”

In a further clarification, the authority confirmed that an appropriate adult was present during police interaction with the pupil. The council said the school would continue to maintain support and communication with the family.

Recent Estyn inspection and special measures

The incident comes against the backdrop of Milford Haven School being placed into special measures, Estyn’s most serious category of follow-up, following a core inspection, with the report published on Wednesday last week (Jan 22). Both the school and Pembrokeshire County Council have accepted the findings in full and committed to rapid improvements.

Estyn identified a number of areas requiring urgent action, including weaknesses in teaching quality and consistency, low pupil attendance—below that of similar schools and well below pre-pandemic levels—with particular concerns around pupils eligible for free school meals, shortcomings in self-evaluation and improvement planning, a need to strengthen leadership challenge, inadequate toilet provision for pupils, and the requirement for more robust financial management.

Despite these concerns, inspectors also highlighted several strengths, describing the school as a “caring and inclusive community” where pupils feel safe. Estyn praised the school’s work to promote positive behaviour, its use of restorative approaches to tackle bullying, the range of curriculum and digital skills opportunities on offer, and its commitment to supporting disadvantaged learners.

Pembrokeshire County Council said it is working closely with Estyn and the school on a detailed post-inspection action plan. Regular updates, engagement events, and communication with parents, carers, and the wider community are expected as improvements are implemented. Estyn monitoring visits are anticipated every four to six months until sufficient progress allows the school to be removed from special measures. Further details of the approved action plan are expected to be published on the Milford Haven School website.

The incident has prompted renewed local discussion about how schools—particularly those under heightened scrutiny—handle safeguarding, drug-related incidents, vulnerability among neurodivergent pupils, and timely parental involvement.

The Herald will continue to follow developments, including progress on the school’s improvement plan.

 

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Community

New illustrated heritage map unveiled in Narberth town centre

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A NEW illustrated heritage and wayfinding map has been installed in Narberth town centre, highlighting the town’s rich architectural history, cultural heritage and key landmarks.

The hand-drawn map has been created by local artist Fran Evans and is part of a wider project aimed at improving interpretation and the visitor experience in Narberth.

The panels have been installed at two prominent locations: the undercroft, also known as Rebecca’s Cell, at the rear of the Old Town Hall, and the existing external display frame at the side of No.47, adjacent to the town’s museum.

Developed and delivered by Narberth Town Council, the project has been funded through the UK Government’s Shared Prosperity Fund, with additional match funding provided by the Town Council.

The illustrated map features detailed drawings of historic buildings, local stories and notable points of interest. It is designed to function both as a practical guide for residents and visitors navigating the town, and as a visual celebration of Narberth’s heritage.

Town councillors say the project forms part of a broader effort to enhance how the town’s history is presented in public spaces, making it more accessible and engaging for those visiting the area.

The Town Council has indicated that further information about the project, including background details and images of the newly installed panels, can be made available, along with comments from the artist and council representatives.

 

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