LITTLE Haven in Pembrokeshire has been declared Wales’s first smoke-free beach.

The voluntary ban - which also applies to e-cigarettes - comes into effect today (Wednesday, March 9), National No Smoking Day, and is for a trial period of 12 months.

Launching the ban, Pembrokeshire County Councillor Huw George, said: “We take public health very seriously.

“We want to do as much as we can to protect our children from smoking and to promote a health and well-being environment for all.”

Thirty-five pupils from nearby Broad Haven primary school will take part in the launch on the beach at Little Haven today.

The number equates to the approximate number of children who take up smoking every day in Wales alone.

“Two–thirds of smokers start before the age of 18” said Councillor George, Cabinet Member for Environmental and Regulatory Services.

“It is vital to de-normalise smoking to reduce the rates of young people taking it up and also to reduce their exposure to smoke and e cigarette vapour in areas where they gather.”

Councillor George stressed the ban is voluntary and no penalties would be enforced for ignoring it.

“Appropriate signage will be on display informing beach users of the ban” he explained. “Anyone breaching it may be approached and politely requested not to smoke. It is similar to the ban on smoking in play areas across Wales”

Malcom Whitewright of St Bride's Inn said: "Banning smoking in pubs has been a great success, so this should be great.

"It's important to set a good example to the children which we are all in favour of.

"Also it will hopefully be good publicity for Little Haven."

Andy Emery, manager at the Swan Inn said: “We’ll have to wait and see what this means for local businesses when the busy summer period starts.”