A red-faced protest group changed its name after realising it spelt out SLAG.
Blundering organisers at Save Llandudno Action Group realised their name was being mocked – and were forced to come up with an alternative.
So the group was re-branded as Future Llandudno Action Group (FLAG) to protest at planned development of the seaside town’s famous Victorian pier pavilion.
Founder Christian Roberts said he liked the original name despite the initials shock.
He said: "I thought it would get people talking and any publicity is good. Also the site at the moment is nothing but a slag heap.
"However we discussed it again and decided on a change.
"I’m sure everyone can see the funny side of changing our group name.
"This should not distract however from the serious nature of our campaign to ensure we are not in fact left facing a slag heap on Llandudno’s renowned seafront which ranks very highly amongst the most beautiful views anywhere in the world."
The Grade-II listed pier is the longest pier in Wales but the pavilion burned down 20 years ago and developers have drawn up plans to rebuild it.