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.”

NEW research has revealed just how closely sound is linked to identity in Wales — but also raised concerns about declining hearing health across the country.

A study commissioned by Specsavers and fronted by broadcaster and drummer Owain Wyn Evans found that nearly half of adults in Wales have noticed changes in their hearing in recent years, yet many are failing to act.

Sound shapes Welsh identity

The research found that seven in ten people in Mid and West Wales (69%) say hearing a Welsh accent is what makes Wales feel most like home. Over half also pointed to the Welsh language (59%) and the sounds of the countryside (57%) as central to their sense of belonging.

Community events also play a key role, with 68% saying occasions such as Eisteddfodau and local fêtes bring people together through shared sound — more than those who cited singing at rugby or football matches (59%).

Overall, 65% of respondents said sound is an important part of their Welsh identity, with Welsh choirs (54%) and everyday language (53%) also featuring strongly. Around 40% said losing the ability to hear these sounds would make them feel less connected to Welsh culture.

Hearing issues on the rise

Despite this strong emotional connection to sound, the study highlights growing concerns around hearing health.

Some 45% of adults said they have noticed changes in their hearing in recent years. However, more than a quarter have taken no action.

Exposure to loud environments appears to be a key factor. Nearly three in ten people (29%) reported experiencing temporary muffled hearing or ringing in their ears after live music or gigs, while one in five (21%) said the same after visiting nightclubs.

Across Wales, 38% said they had experienced similar symptoms after live events, yet only 24% of those who noticed a decline in their hearing had a hearing check in the past two years. More than a quarter (28%) said they have taken no action and do not plan to.

Owain Wyn Evans shares personal experience

The findings are personal for Owain Wyn Evans, 42, who has experienced hearing changes himself.

The Ammanford-born broadcaster said: “I first noticed changes to my hearing about five years ago. I’ve been drumming since I was ten, often in very loud environments like rugby and social clubs, and over time I realised I was missing parts of conversations.

“It was a shock to be told there had been changes, but it made me take my hearing health seriously.

“Sound is such a huge part of who we are in Wales — from the countryside to the sea. Protecting our hearing means protecting those connections.”

Barriers to seeking help

Despite recognising the importance of hearing, one in three people (33%) admitted they have never taken steps to protect it. More than a third (38%) said they would feel more confident wearing glasses than using hearing devices.

For some, taking action has been life-changing. Cardiff-based former DJ Amal Luchmun, 56, said hearing loss had begun to affect everyday life.

“My hearing loss became a conversation killer,” he said. “I’d find myself guessing what people were saying and avoiding noisy environments because it was exhausting.

“Since getting a hearing device, the difference has been huge. I recently went to a Six Nations match and could hear everything clearly and chat easily with people around me.”

Experts urge early action

Annie Morris, head of clinical performance at Specsavers, said hearing changes often go unnoticed.

“Changes to our hearing usually happen gradually, and the brain adapts to missing sounds,” she said. “People often don’t realise how much they’re missing until it starts to affect conversations.

“On average, people wait around ten years before seeking help. While hearing loss can’t be reversed, acting early can slow further decline.”

She added that simple steps such as wearing ear protection in loud environments and booking regular hearing checks can make a significant difference.

Checks available across Wales

Specsavers stores across Wales offer hearing tests both in-store and through home visits for those unable to travel.