A new series of adverts urging Brits to stay at home will air today, with ministers accused of 'scaremongering' over the UK's coronavirus situation. Watch the TV ad:
The shocking adverts show close up images of patients who are wearing oxygen masks after suffering with Covid.
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The photos are accompanied by messages that hope to make sure people stay at home and control the virus, which in the UK has killed almost 100,000 people.
One poster tells viewers to look at a patient and 'tell her you never bend the rules', while another challenges people to tell a sick patient 'the risk isn't real'.
The ads on TV show NHS staff and will be shown on ITV and Channel 4 as part of the new campaign, alongside other adverts across radio and social media.
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But the campaign has attracted criticism from some MPs, with Tory backbencher Craig Mackinlay suggesting the tactics are being used to further the case for blanket lockdown measures.
Speaking to MailOnline, Mr Mackinlay said: "It seems to me we are now being held hostage to a zero Covid policy which is completely unattainable - or if you do attain it we are going to be in lockdown for an incredibly long period. That just cannot be.
"The next thing will be 'oh dear, this new variant from Timbuktu is not responsive to the vaccine', or 'the vaccine doesn't work against it'.
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"Because Covid has been with us now for a year it is not at all surprising if the evolution or mutation is going to be towards a different type of which these vaccines can't work against.
"That doesn't matter as such because you then need to formulate a new vaccine. But we are just adding more delay."
Mr Mackinlay didn't appear to comment on what the government's motive would be to do so.
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There are around 38,000 Covid patients in hospital at the moment, causing many other procedures to be cancelled and delayed.
Health Secretary Matt Hancock said: "The NHS is under intense pressure. They are relying on all of us to follow the rules.
"I know how long the last few months have felt, and I know the vast majority of people are following the rules, but we have come too far to let up now.
"Every day we are closer to beating this virus, and already over five million people across the UK have been vaccinated.
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"But right now more than ever we need to stick together to protect our NHS and to keep saving lives. The message couldn't be clearer - stay at home."
Professor Chris Whitty, England's chief medical officer, said: "The impact of the current wave is still putting significant pressure on hospitals across the country and many patients are very sick.
"Vaccines give clear hope for the future, but for now we must all continue to play our part in protecting the NHS and saving lives."
Featured Image Credit: UK GovTopics: UK News