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University of Reading

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Covid-19 comment: Vagueness remains in new government messaging

12 October 2020

COVID-19 expert comment

Dr Rachel McCloy, a behavioural psychologist at the University of Reading, said: 

"The new tiered system of measures was trailed as providing simplification and clarity - something SAGE-B have highlighted as a key component of successful messaging for behaviour change.

"This does not seem to be the case. Especially at the highest level of restrictions, where action is most urgent, vagueness remains and the Government again have not provided clear explanations of how specific decisions have been reached.
"To help people take appropriate actions and get their buy in, restrictions must be clear, consistent and well-justified - people need to have hope that they will be effective and that their sacrifices will be for good reason."

**Updated** Professor Patricia Riddell, a psychologist at the University of Reading, said:

"There has been discussion in the media about whether COVID restrictions are being applied fairly for different communities. One thing that our brains are particularly attuned to is whether we are being treated fairly and we experience strong emotions when we feel that we are not being treated as well as others. 

"As the new tiered system for determining levels of restriction is announced, in order for people to  comply it’s important that the new rules are easy to follow, especially those that determine when a particular part of the country meets a particular level of restrictions.

"The crucial thing will be that people are likely to adhere to any new regulations if they feel that the restrictions are being imposed fairly and with transparency around when the different levels of restriction come into play."