For Wales See Wales

The phrase "For Wales, See England" has been used since at least 1746 (the Wales and Berwick Act) to describe the legal and cultural erasure of Welsh distinctiveness within the English/British state. In the media context, it describes the persistent failure of UK-wide broadcasters and newspapers to distinguish between England-only and Wales-specific policies, particularly in devolved areas like health and education. The IWA has extensively documented this "democratic deficit," noting that UK broadcasters remain "stuck in a For Wales, See England rut."

"For Wales See Wales" inverts the historic erasure captured by the phrase "For Wales, See England," demanding that Wales be seen, reported on, and understood on its own terms rather than as an appendage to England. The initiative connects to one of the most powerful practical arguments for devolution: that without adequate Wales-specific media coverage, Welsh voters cannot make informed decisions about devolved governance, creating a vicious cycle where low engagement undermines devolution's democratic legitimacy. The Senedd's Culture Committee found that "the supply of media content for Wales is inadequate," with the biggest shortfall in news and current affairs. The COVID-19 pandemic made this deficit dangerous: when UK network news reported English health guidance as if it applied to the whole UK, Welsh viewers were given information that was literally wrong for their jurisdiction. The campaign for media devolution — supported by Cymdeithas yr Iaith, Plaid Cymru, and elements of Welsh Labour — argues that Wales cannot be a fully functioning democracy without control over its own media landscape. "For Wales See Wales" embodies this demand in its simplest form: if Wales has its own parliament, its own laws, and its own policies, then Wales needs its own media to report on them.