Government’s own ads behind tests gridlock

THE Government is scrambling to remove thousands of its own advertisements from billboards, bus stops, websites and television as it emerged that they were one of the main drivers behind the logjam in Covid testing.

The system has become overwhelmed in the past few weeks as tens of thousands of people without symptoms turned up for tests.

Matt Hancock, the Health Secretary, initially appeared to blame asymptomatic members of the public for seeking tests. But insiders say officials have realised it is NHS test and trace’s own advertising that is to blame as much of it does not mention symptoms.

The adverts are now being pulled as officials scramble to take the pressure off laboratories.

The national campaign was launched on July 30 under the “Let’s Get Back” banner by Baroness Harding, the NHS test and trace chief.

It includes a TV advert that ends with an NHS nurse saying: “Testing is free, quick and vital to stop the spread of coronavirus. So let’s get tested and get back to the things we love.”

It makes no mention of symptoms, while print and web ads are also dominated by the “get tested” message.

Nicolette Robinson, a director of Mimo, a leading brand and communications agency, said: “If they wanted to say ‘get tested but only if you have symptoms’ that should have been the main message. It’s all hope and glory.”

A spokesman for the Department of Health said people should apply for tests if they had symptoms or were asked by a clinician or local authority. Guidance had been updated “to make clear that if you do not have coronavirus symptoms and haven’t been asked, then you are not eligible for a test”.