UK coronavirus live: non-essential shops reopen in England for first time in three months

Every business is having to think extremely carefully about how it uses its marketing budget in the coming weeks and months; balancing efforts to promote sales and footfall, with keeping customers safe and well informed.

Importantly, communicating to customers over the coming weeks is going to require businesses to strike a very fine balance; and not everyone is going to get it right. Some businesses have been vilified in recent weeks, especially at the start of the COVID-19 crisis, and we hope that government and consumers will be more understanding as businesses face up to this difficult situation.

We will not defend irresponsible or unprofessional marketing, but it is important that as well as celebrating the success stories, we give businesses the benefit of the doubt as they seek to bring back their customers and restart the British economy.

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