I was at a family gathering at the end of the M4 today so I'm late to the alarm debate.
I don't think they should have sent this alert out and at the risk of sounding like a bingo card, it was a misuse of the system. GDPR says my data can only be used in ways permission has been given for and while I assume somewhere in the small print of my phone agreement I am allowing emergency alerts, I am not convinced telling me not to light fires is an emergency.
I live near fields and my assumption when it went off is that the field was on fire and we needed to move out of the area, mentally, I was out of the door with the important stuff before reading it. I haven't yet received any emergency messages, just system testing and now this one that was not an emergency, so next time I hear it, I am less likely to react in the same way, my coping mechanisms for stress will say it's nothing to be concerned about, and I will ignore it like all the other notifications I get.
I have a friend with family in the middle East. They get alerts a lot with missiles flying over their heads. They turn the phones off, or use headphones to diminish the noise. They pretty much ignore the messages now.
On a plus note, glad that everyone (families included) is on the mend, and I can report that weirdly in three towns and villages, we didn't find a single pothole whilst in Wales.