Downing Street has urged the public not to disable emergency alerts on their phones, defending the government's decision to use the system to warn about wildfires. The alerts, sent on Friday evening, cautioned millions of people against lighting anything that could spark a wildfire, such as disposable barbecues and fireworks, amid tinderbox conditions exacerbated by summer heatwaves.
However, the use of the alert system has drawn criticism, with some suggesting it risks a 'cry wolf' scenario and questioning whether an 'immediate risk to life' threshold was met. Nick Ross, chair of the National Fire Chiefs Council (NFCC) board of trustees, stated that the Friday alert was "not appropriate." Ross, a former Crimewatch presenter, revealed that the "extraordinary sound" of the alert nearly caused him to crash his car, emphasizing that such alerts should be reserved for acute emergencies.
Despite these concerns, Ross, speaking in an official capacity, acknowledged the appropriateness of warning about wildfire risks in Britain, citing the catastrophic consequences seen in Spain and France. He highlighted the nation's vulnerability due to a lack of aerial firefighting resources.
A Downing Street spokeswoman defended the alert, stating that on Friday, fire crews were combating 43 wildfires across the country, with 11 major incidents declared that stretched resources significantly and required military support. She added that the decision to use the system was made at the direct request of fire and rescue services on the front lines.
Phil Garrigan, chairman of the NFCC, praised the public's response to the alert, noting that people listened to advice and took precautions, which helped reduce the risk of further fires during a period of immense pressure on emergency services. However, he cautioned that conditions remain exceptionally dry and urged continued vigilance, as "it only takes one spark to start a serious wildfire."
The use of the system was also criticized by opposition figures. Angela Rayner, the Housing Secretary, visited the site of a wildfire in the West Midlands that destroyed 19 homes. Chris Philp, shadow home secretary, called the alert an "abuse of the system for the purpose of political posturing," arguing it undermined the system's future usefulness. Alex Burghart, shadow Cabinet Office minister, echoed this, stating that a national alert should only be issued with an "immediate risk to life."
Millions of people received messages on Friday evening urging them not to light anything that could spark a wildfire, including disposable barbecues and fireworks.
Across England and Wales, 1,132 wildfires have been recorded so far in 2026. While temperatures are expected to cool and some rain is forecast, extreme heat is anticipated to return later. The government maintains that the emergency alert system is in place for life-saving advice and encourages its continued use.