Three major supermarkets are refusing to challenge shoppers not wearing face masks in Milton Keynes today

The laws that make it compulsory for customers to wear face masks or coverings in shops, takeaways, supermarkets, shopping centres and transport hubs came into force today.

Masks must also be worn when buying takeaway food and drink, although they can be removed in a seating area, and people who do not comply will be liable for a £100 fine.

But Tesco, Sainsbury's and Adsa have all said their staff will not be challenging shoppers who are bare-faced.

While they have agreed to encourage customers to wear masks, store bosses all say staff will not be acting as enforcement officers.

A spokesman for Tesco said: "Our colleagues shouldn't be challenging or refuse entry to customers visiting our stores without a facemask."

He added: "To help keep you and our colleagues safe in-store and reflect the latest government guidance, customers will be required to wear face coverings while shopping from Friday, 24 July. Face coverings will be available to purchase in-store and online (while stocks last)."

Sainsbury's is asking everyone to continue "playing their part" in helping to keep everyone safe in store by following the rules, but a spokesman said: "Our colleagues will not be responsible for enforcing them".

Asda bosses say they will "strongly encourage customers to wear a face covering". But they add: "It is the responsibility of the relevant authorities to police and enforce the new rules."

The power to issue a fine to people without masks falls upon the police. Officers are also allowed to "use force" to remove customers from shops if they do not wear face coverings, as well as prevent them from entering, according to guidance from the College of Policing,

However, John Apter, the national chair of the Police Federation of England and Wales, said forces do not have the capacity to ensure every person who enters a store is wearing a face covering.

He is urging shops to refuse entry to anyone not obeying the law.

There are exemptions to the new rules for children under 11 and people with disabilities or certain health conditions, such as respiratory or cognitive impairments that make it difficult for them to wear a face covering.

Meanwhile the local NHS commissioning collaborative has launched a campaign to display posters and six-foot high pop-up banners in stores and supermarkets all over Milton Keynes, Bedford and Luton.

More than 40 stores representing all the major supermarket chains have agreed to take part in the campaign, which involves prominently displaying the message “Help Stop the Spread of Coronavirus”.

The posters and banners promote the government’s guidance, including wearing a face covering when going into a shop.

The campaign is a joint initiative between NHS Bedfordshire, Luton and Milton Keynes (BLMK) Commissioning Collaborative, local authorities and police.

Dr Nicola Smith, Chair of BLMK Commissioning Collaborative, said: “Despite the improving situation it’s critical the public remembers COVID-19 has not gone away – it remains a real threat to our local communities. So I would like to thank all the participating supermarkets and our partners for helping to deliver this important public health message.”

Chief Superintendent John Murphy from Beds police said: “These new rules are a clear reminder of how quickly this dangerous virus can spread, and the need for us all to take necessary precautions. We do have powers to issue fines to those who don’t wear face coverings without reasonable excuse, but that would only be as a last resort and we are hopeful that people do the right thing by following the guidance to keep themselves and others safe.

He added: “Our control room remains extremely busy so we would ask people to not call police to report breaches of these rules, but to raise any concerns with staff or store security in the first instance who will seek to encourage people to follow the guidance. We’re really grateful that shops and stores are taking the lead through this campaign to remind people to help stop the spread.”

To target younger people, BLMK Commissioning Collaborative has launched a #whywewearours social media campaign. It involves people taking a selfie while wearing a facemask and posting it online with a caption explaining why they cover up.

* Public Health England has warned parents not to buy coverings for babies and young children because of the risk of choking or suffocation.