An investigation by Pembrokeshire County Council’s Trading Standards Team into two men who targeted vulnerable victims has secured guilty pleas to a series of charges.

At Swansea Crown Court on September 18, 38-year-old Billy Lovell, of Under The Hills, Merlins Bridge, and 36-year-old Timothy Lovell, also of Under The Hills, admitted offences including fraud and breaches of consumer protection legislation.

Vulnerable residents were left with financial losses and caused significant distress by the two men.

The victims faced repeated demands for money, misleading claims about the extent of work required and tactics designed to pressure them into agreements and discourage them from exercising their cancellation rights.

The two men have pleaded guilty to a total of seven offences committed across west Wales, including Crymych, Milford Haven and Haverfordwest.

Billy Lovell admitted one count of fraud under the Fraud Act 2006 and three offences relating to misleading omissions under the Consumer Protection from Unfair Trading Regulations 2008.

The fraud offence related to dishonestly making false representations for financial gain by making false claims about the amount of work required and repeatedly taking money for that work.

The misleading omissions offences concerned a failure to provide consumers with information required under the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013.

Timothy Lovell pleaded guilty to one offence relating to an unfair commercial practice and two offences relating to aggressive commercial practices under the Consumer Protection from Unfair Trading Regulations 2008.

The offences included failing to meet the standards of professional diligence expected of traders and engaging in aggressive practices which distorted consumers' ability to make informed decisions.

Councillor Aaron Carey, Cabinet Member for Public Protection, said: "At the heart of this case are vulnerable people who suffered both financially and emotionally as a result of these offences. Victims were subjected to sustained pressure and manipulation, leaving them distressed and facing significant financial losses.

"These guilty pleas demonstrate the serious consequences that can follow when individuals seek to exploit members of our communities for financial gain.

"The harm caused in this case is deeply concerning and we hope this outcome provides reassurance that such behaviour will not be tolerated.

"These guilty pleas should serve as a warning to anyone considering similar conduct. Where evidence of this type of offending exists, we will pursue offenders robustly, work closely with our partners and place offenders before the courts wherever possible.

"We are committed to protecting residents from rogue traders and unfair trading practices, particularly those who target vulnerable people."

Sentencing will take place at Swansea Crown Court on November 16.