Louise Haigh, head of the Cabinet Office, approved a nationwide emergency alert warning of wildfire risks, a move that startled millions of people across the country and led to panicked Britons jamming emergency lines and drivers swerving on motorways. The alert, which sounded on mobile phones at 7 p.m. on Friday, cautioned the public against lighting anything that could cause a wildfire, such as barbecues, firepits, and fireworks.
This represented the most extensive use of the UK's emergency alert system to date. The system was devised by the Conservatives more than a decade ago and was intended for use only in cases of an imminent, direct, and primarily localized threat to life.
A Cabinet Office report had explicitly warned against using the alert for "lower level" incidents, fearing a "cry wolf" effect where users might disable or ignore the system during genuine emergencies. Shortly before the alert was issued, Haigh stated in a press release that the government had decided to send the alert to England and Wales due to the continued risk of wildfires, reflecting the seriousness with which the government was acting to safeguard people and property.
The government had initially considered a more targeted alert to areas most affected or at risk. However, Haigh's department ultimately decided to issue the alert nationwide following appeals from the Fire and Rescue Service, according to reports. A Conservative source criticized the decision, suggesting the system was designed for terrorist attacks rather than for advising on barbecuing. The widespread alert caused frustration among cinema-goers and broadcasters, and confusion in Wales where the alert was sent in Welsh despite only a quarter of the population speaking the language. Some residents reportedly received the message multiple times, in both Welsh and English.