The Pembrokeshire Herald has apologised after someone tampered with an Enterprise Rent-A-Car ad to suggest that ‘cock sucking’ was an added bonus of the service.

It is not.

The ad was not the only one in the 19 July issue of the newspaper which was changed, but is the most elaborate.

Publisher Tom Sinclair told Hold The Front Page: “A number of adverts in last Friday’s newspaper had additional copy inserted into them after they had been proofed and signed off.

“The extra copy contained language that was inappropriate for a family newspaper like ours.

“I would like to make it absolutely clear that the adverts were altered without the knowledge of our advertisers or this newspaper.

“The pages had been signed off and were ready to go to print. I would like to apologise to our readers and advertisers for any distress caused.”

The newspaper has written to the police about the incident.