diff --git a/src/voice/speech.js b/src/voice/speech.js
index ab129aad3..711805502 100644
--- a/src/voice/speech.js
+++ b/src/voice/speech.js
@@ -115,6 +115,18 @@ function shownSources(source) {
   return source ? [{ label: sourceLabel(source) }] : [];
 }
 
+// Entity labels that layers register as English data (firms/, alpr/); keep in
+// step with the producers. Other names (callsigns, places) show as they came.
+const ENTITY_LABELS = new Set([msg('ALPR camera')]);
+const FIRE_LABEL = /^Fire · FRP (\S+) MW$/;
+
+/** An entity label as the card shows it, in the active language. */
+export function shownEntityLabel(label) {
+  if (ENTITY_LABELS.has(label)) return t(label);
+  const fire = FIRE_LABEL.exec(label ?? '');
+  return fire ? t('Fire · FRP {frp} MW', { frp: fire[1] }) : label;
+}
+
 /*
  * Tool errors stay English in the result (the model reads them). The card
  * translates the known ones; the English must match gevActions exactly.
@@ -592,7 +604,7 @@ function getEntityContext(result) {
     return {
       say: null,
       display: {
-        title,
+        title: spokenLabel(shownEntityLabel(title)),
         lines: [
           selected.layerName
             ? shownLayerName(selected.layerName, selected.layerId)
diff --git a/src/voice/voiceCardLocale.test.mjs b/src/voice/voiceCardLocale.test.mjs
index 08274d21b..9c70d91f9 100644
--- a/src/voice/voiceCardLocale.test.mjs
+++ b/src/voice/voiceCardLocale.test.mjs
@@ -3,8 +3,16 @@
 import test from 'node:test';
 import assert from 'node:assert/strict';
 import { setLocale } from '../i18n/index.js';
-import { attachVoiceResult, planStepLabel } from './speech.js';
-import { voiceCardView } from './voiceCardPresentation.js';
+import {
+  attachVoiceResult,
+  planStepLabel,
+  shownEntityLabel,
+} from './speech.js';
+import {
+  initialVoiceCardState,
+  reduceVoiceCard,
+  voiceCardView,
+} from './voiceCardPresentation.js';
 
 for (const locale of ['ru', 'es']) {
   test(`voice card is in ${locale} for a layer switch`, (t) => {
@@ -86,3 +94,49 @@ test('en: layer switch, distance and plan labels in English', () => {
     'Earthquakes (24h) on',
   );
 });
+
+// FIRMS and ALPR register English entity labels: the model reads them as data
+// (get_entity_context, pointer_context), the card shows them translated.
+const ENTITY_LABELS = {
+  ru: { fire: 'Пожар · FRP 12 МВт', alpr: 'Камера ALPR' },
+  es: { fire: 'Incendio · FRP 12 MW', alpr: 'Cámara ALPR' },
+};
+
+for (const [locale, shown] of Object.entries(ENTITY_LABELS)) {
+  test(`entity labels stay English in the result and show in ${locale}`, (t) => {
+    t.after(() => setLocale('en'));
+    setLocale(locale);
+    const out = attachVoiceResult('get_entity_context', {
+      ok: true,
+      selected: {
+        id: 'fire-1',
+        name: 'Fire · FRP 12 MW',
+        layerId: 'local-firms',
+        layerName: 'NASA FIRMS',
+      },
+    });
+    assert.equal(out.selected.name, 'Fire · FRP 12 MW');
+    assert.equal(out.display.title, shown.fire);
+
+    const state = reduceVoiceCard(initialVoiceCardState(), {
+      type: 'pointer',
+      pointer: { kind: 'this', label: 'ALPR camera' },
+    });
+    assert.equal(state.pointer.label, 'ALPR camera');
+    assert.equal(voiceCardView(state).pointer.text, shown.alpr);
+    assert.equal(state.announce, `This: ${shown.alpr}`);
+  });
+}
+
+test('only the registered entity labels are translated', () => {
+  assert.equal(shownEntityLabel('Fire · FRP 4.9 MW'), 'Fire · FRP 4.9 MW');
+  assert.equal(shownEntityLabel('ALPR camera'), 'ALPR camera');
+  setLocale('ru');
+  try {
+    assert.equal(shownEntityLabel('Fire · FRP 4.9 MW'), 'Пожар · FRP 4.9 МВт');
+    assert.equal(shownEntityLabel('UPS793'), 'UPS793');
+    assert.equal(shownEntityLabel('Fire Station 5'), 'Fire Station 5');
+  } finally {
+    setLocale('en');
+  }
+});
diff --git a/src/voice/voiceCardPresentation.js b/src/voice/voiceCardPresentation.js
index f8bf8ff7d..218241488 100644
--- a/src/voice/voiceCardPresentation.js
+++ b/src/voice/voiceCardPresentation.js
@@ -1,4 +1,9 @@
-import { planStepLabel, progressStepLabel, spokenLabel } from './speech.js';
+import {
+  planStepLabel,
+  progressStepLabel,
+  shownEntityLabel,
+  spokenLabel,
+} from './speech.js';
 import { presentResult } from './resultDisplay.js';
 import { MAX_DISPLAYED_REFERENTS, normalizeReferents } from './referents.js';
 
@@ -132,7 +137,7 @@ export function reduceVoiceCard(state, event) {
       return reveal({
         ...state,
         pointer,
-        announce: `${kind}: ${spokenLabel(pointer.label, 32)}`,
+        announce: `${kind}: ${spokenLabel(shownEntityLabel(pointer.label), 32)}`,
       });
     }
     case 'transcript': {
@@ -288,7 +293,7 @@ export function voiceCardView(state) {
     pointer: {
       visible: Boolean(state.pointer),
       kind: state.pointer?.kind === 'here' ? t('HERE') : t('THIS'),
-      text: spokenLabel(state.pointer?.label || '', 32),
+      text: spokenLabel(shownEntityLabel(state.pointer?.label || ''), 32),
     },
     assistant: {
       visible: Boolean(state.assistant),