Recommendation 6

HM Government Acknowledged

The UKSA Code of Practice is a standard tool used in statistics and the Government strives to adhere to this. The Roadmap to lift restrictions - ‘COVID-19 Response - Spring 2021’ - set out in detail the analysis and data that underpinned the decision making. This included a 48 page data annex and was accompanied by the full publication of the Scientific Advisory Group for Emergencies (SAGE), Scientific Pandemic Influenza Group on Modelling (SPI-M) modelling. Communication activity is a fundamental part of the Government’s response to the pandemic - it has saved lives. As restrictions are lifted, it is essential that every citizen and every business knows what behaviours and measures are required to help keep us all safe and provide confidence in the UK economy as businesses reopen. The Government is committed to communicating the latest COVID-19 guidance as clearly and simply as possible via our national public information campaign, publications on GOV.UK, press conferences, televised addresses from the Prime Minister, Chief Medical Officer and Government Chief Scientific Adviser, and through the national news media. Experts from academia, the public sector, and industrial and commercial communities who have all provided high quality research and information, which has been used to formulate advice given to the Government. The COVID-19 Communications Hub undertakes its own research, through a framework of vetted research agencies, which can provide quantitative and qualitative insights from our target audiences that help shape the creative messages and media channels to ensure that our campaigns are effective in delivering their messages and are acted upon. The data unpinning the slides presented at COVID-19 press conferences is made available to the public via publication on GOV.UK, including reference to source information and statistical notes. A quality and methodology information report has also been published providing further detail: https://www.gov.uk/government/publications/coronavirus-press-conferences-quality- and-methodology-information-report the Government Statistical Service and feedback on the presentation of the slides is also provided via a Public Data Advisory Group chaired by the Director General for Analysis in the Cabinet Office.