Louise Haigh, head of the UK's Cabinet Office, approved a nationwide emergency wildfire alert that prompted widespread public concern and caused disruptions, including panicked calls to emergency services and startled drivers. The alert, which sounded on millions of mobile phones on Friday evening, warned the public against lighting anything that could cause a wildfire, such as barbecues, firepits, and fireworks.
This marked the most extensive use of the UK's emergency alert system to date. The system was originally devised by the Conservatives over a decade ago and was intended for use in cases of imminent, direct, and localized threats to life. A Cabinet Office report had previously cautioned against using the alert for "lower level" incidents to avoid a "cry wolf" effect, where users might ignore future genuine emergencies.
In a statement released prior to the alert, Haigh stated, "In response to the continued risk posed by wildfires, the Government has taken the decision to issue an Emergency Alert to England and Wales." She added, "This is the most extensive use of the UK's Emergency Alert system in response to an active incident, and reflects the seriousness with which the Government is acting to safeguard people and property."
Initially, the government considered issuing a targeted alert only to areas most affected or at risk. However, by Friday afternoon, Haigh's department decided to broaden the alert nationwide following requests from the Fire and Rescue Service, according to reports. A Conservative source criticized the decision, stating the system was "designed for terrorist attacks, not to tell people how to cook their sausages."
The alert also led to confusion and complaints, with some cinema-goers and broadcasters reporting disruptions. In Wales, the alert was sent out in Welsh, causing further confusion as only a quarter of the population speaks the language. Some residents reportedly received the message multiple times, in both Welsh and English.