The UK’s new emergency alert system went viral for all the wrong reasons—blasting jarring warnings during heatwaves, confusing people into thinking the world was ending… or that their neighbor’s BBQ was a wildfire. With alerts firing off repeatedly and some folks mistaking the chaos for real danger (calling 999 to report barbecues), many are now turning it off. It’s a messy lesson in how dramatic alerts can backfire when they’re too loud, too frequent, or just plain over-the-top—even if, ironically, it did stop some from starting actual fires.
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