Criticism has been aimed at Pembrokeshire County Council over new signage used to highlight seasonal beach ban byelaws for dog owners, with many deeming the illustrations ‘creepy’ on social media, and likening the images used as something that would feature in George Orwell’s dystopian 1984 novel.

The County Council introduced new signage recently to encourage and promote responsible dog ownership, which coincided with restrictions on walking dogs on beaches which runs in many locations across Pembrokeshire between May 1 and September 30.

The county council have stated that the updated signage used forms part of a wider campaign to encourage responsible behaviour while visiting and enjoying Pembrokeshire, and will help pet owners to take their pets to the areas of beach designated for their enjoyment.

The authority has also insisted that similar signage used in other areas has proved effective in achieving reductions in dog fouling incidents at target sites without simply displacing the problem to an area nearby.

As well as drawing criticism on social media, correspondence on the signage sent to the county council from James Insell of The Green in Tenby, flagged-up the fact that he along with many others in the community found the Council’s choice of device ‘unnecessary’ - and one which purveys an ‘unreasonable air of an authoritarian state.’

“The new signage contains a depiction of staring oppressive eyes, of a style one might rather expect to find in the Orwellian dystopian novel ‘1984’ than gracing the streets of charming Tenby!” said Mr. Insell.

“Why does the council perceive a need for a notice other than in the normal style - which we are accustomed to simply and politely listing the times of the restrictions?

“Has there formally been considerable disobedience of the restrictions - requiring some need to attract attention to notices? Otherwise, what does the image have to do with dogs, beaches, or Tenby?

“What is the intention behind this device? To intimidate? Has legal advice been sought on the Council’s position regarding attempts at harassing its electorate? Is the advice that this course of action falls within the boundary of acceptability?” continued Mr. Insell, who requested that the offending signage be immediately replaced by a ‘civil and polite notice’.

“There is no need for such signage anywhere in the Pembrokeshire Coast National Park - where we wish to promote and encourage visitors - not frighten them to death. Has nobody told you it is rude to stare?” he continued.

“In my opinion, the adoption of the ‘stare’ device, in the new Council signage is unreasonable, disproportionate, unacceptable and unlawful.

“Whilst your intention in helping keep beaches clean of dog waste is laudable, in a civil society, the means by which this is achieved must be reasonable, commensurate, acceptable and lawful.

“You will be aware of Orwell’s novel ‘1984’ - and the warning it provides against movement toward a totalitarian state. The ‘stare’ device is lifted straight from the pages of this book, to the point of copyright infringement, as it apes the ‘Big Brother is Watching You’ poster - synonymous with abuse of government power in respect to civil liberties and mass surveillance.

“The purpose of the ‘stare’ device and slogan in the novel was to elicit control and obedience of the population of ‘Oceania’ through oppression - as the device is intended to promote fear of surveillance, and thus obedience,” added Mr. Insell.

A response from PCC’s public health lead officer, Steve Morbey explained that the new images displayed on the signage were designed around an approved and published research paper from Keep Britain Tidy - which found that overall, the ‘watching eyes’ posters appears to have been highly effective in reducing dog fouling across other areas in Britain.

“Getting any community sign out that everyone accepts or would endorse is clearly a very difficult task and we have tried many differing styles over the years,” said Mr. Morbey.

“This time, we utilised the scheme supported and trialled by a number of other local authorities in the hope that together, we can get people to feel part of a larger community and try and encourage a change in a pattern of behaviour around Environmental Crime more generally.

“It is hoped that the design will attract and raise awareness and the theme will run throughout signage for consistency.

“Dogs on the beaches in the County in contravention of the byelaws is certainly a matter of concern for many people and is widely reported.

“Achieving compliance is the ultimate aim so that everyone can enjoy the beaches, both dog owners and non-dog owners alike.

“This signage is based on published research and we hope that others don’t feel offended, but that people do accept that we are trying to resolve wider community concerns around littering/fouling/beach byelaws etc,” he added.

Many have taken to comments section on the Observer’s Facebook page to give their views on the new signage. One said: “These posters are a bit creepy!” with another commenting: “These signs are menacing and a disgrace! Kids will have nightmares!“Others have made remarks on the seasonal restrictions for dogs on beaches.

“Doesn’t make any difference, still lots of dogs on Saundersfoot beach!” commented one lady; with another stating: “Clearly the beach ban is not being enforced in Tenby, dozens of dog owners can be seen daily, casually strolling across South Beach to Castle Beach with no sign of anyone from the County Council enforcing the restrictions.”

The company District Enforcement were due to take on the task of policing the beach ban to go alongside their role under PCC to enforce littering and dog fouling by issuing fines, but the contract to oversee environmental matters across the county is currently out to tender PCC stated recently.

PCC have said though that Enforcement Teams will be working alongside the patrols currently undertaken to address littering and dog fouling in communities; and where appropriate, Fixed Penalty Notices of £75 can be issued, which can rise up to £500 if the matter were to be successfully prosecuted in court.

Maps of the dog free areas and further information can be downloaded at: https://www.visitpembrokeshire.com/downloads