After complaints of mixed messages, the government has announced that face masks must be worn in shops in England from July 24.

Any shopper who fails to comply with the new rule will face a fine of up to £100, which will be reduced to £50 if payment is made within 14 days.

In line with face mask requirements on public transport in England, children under the age of 11 and those with certain disabilities will be exempt.

The regulation will come into effect more than a week after Scottish first minister Nicola Sturgeon made face masks mandatory in shops in Scotland from July 10.

Other European countries including Germany and Italy have also introduced mandatory face mask requirements, from the end of April and May 4 respectively. Spain also introduced the same rule on May 21 and Belgium from July 11.

The announcement follows confusion regarding the government stance on face masks, after cabinet office minister Michael Gove said that while wearing a face mask in shops was “basic good manners”, they would not become mandatory.

Prime minister Boris Johnson then wore a mask to visit his Uxbridge constituency and said “the balance of scientific opinion seems to have shifted more in favour of them than it was and we’re very keen to follow that”.

A No. 10 spokesperson told the BBC of the new decision: “There is growing evidence that wearing a face covering in an enclosed space helps protect individuals and those around them from coronavirus.

“The prime minister has been clear that people should be wearing face coverings in shops and we will make this mandatory from July 24.”

BRC chief executive Helen Dickinson said: “Retailers have made the safety of staff and customers their top priority and we support measures aimed at protecting the health of the public.

“While retailers will play their part in communicating the new rules on face coverings, they must not be the ones enforcing these rules. With hundreds of incidents of violence and abuse directed at retail staff every day, we welcome the announcement that enforcement will be left to the authorities, rather than potentially putting hard-working retail colleagues in harm’s way.

“We look forward to further clarity over whether the wearing of face coverings will apply to shop staff.”