Iceland director stands for freedom – staff won’t force shoppers to wear masks regardless of the rules

Nov 29, 2021 | Activism, Covid-19

It’s inspiring to see that the supermarket Iceland is standing up against the recent government’s attempt to bring in masks in shops and public transport.

This is really inspiring to see and hopefully it was inspire other smaller shops to follow suit.

We have to stand strong against the recent attempts to curtail more of our freedoms as the coronavirus restrictions should be moving in the opposite direction as they have for sure outlived their usefulness if they ever were needed at all.

Walker, the managing director of Iceland, said staff on the shop floor should not be asked to intervene when they spot someone without a mask and that Iceland staff would not be policing the policy in their stores.

The managing direction of Iceland has clearly stated that staff should not be asked to intervene when someone is spotted without a mask, Iceland staff will be doing the right thing and not policing the policy in their stores.

He told the Daily Mail: “We fully support the reintroduction of compulsory face masks in shops, however, we won’t be asking our store colleagues to police it.

“Our store teams, alongside all retail workers, have shown heroic efforts in terms of ensuring safety for customers and building back consumer confidence and it’s crucial that we stay focused on the long-term recovery of the high street.

“We need to continue to encourage people to shop in stores if they feel comfortable, and I’m hopeful that the latest guidelines won’t discourage customers from doing so.”

On the 28th of November Health Secretary Sajid Javid confirmed that face masks would be compulsory in shops and on public transport from Tuesday November 30.

Javid was asked by Andrew Marr: “This is a new rule which is in place now and people who don’t obey that, people who go into shops without masks can be fined, will be fined?”

After initially avoiding the question, he eventually replied: “Yes, it will be a legal requirement by government regulations to wear masks in shops and public transport.”

We are mask free here at open1 and the latest video from Travis is encouraging people to shop mask free and if they are brave enough, get a video to share with open1 and it will be posted on the Instagram.



  1. Sharon Clarke

    Hi thanks, no masks iam pleased you have made this decision 😁

    • Janeyb

      Well done Iceland I applaud you and will be going out of my way to use your shop now

      • MK

        Exactly what I was thinking. Let all the Tesco’s and Sainsbury’s of the world mark shoppers like its the Holocaust, only now u wear the star over your mouth. Odd considering who actually runs those 2 chains. Not so odd when u recall how quickly all their silly screens and 2m foot stickers were put in place. Almost as if they knew something was about to go down…

  2. Kathleen

    Well done to Iceland, I will make a point of going shopping there. Hopefully one place where we can shop in peace

  3. Kathie

    Hello Iceland!

    I’ve only shopped in Iceland a handful of times, but from now on, I will be a regular customer.
    Thank you!

    All the best,


    Excellent all the better for me to support a shop that is for freedom not for tyranny

    • John Carroll

      Well done Iceland for showing common sense let’s hope that more shops will follow

  5. Anne McMurray

    I am going to start shopping in Iceland from now. Thank you.

  6. Helen Lacey

    Thank you Mr Walker
    I will definitely shopping more regularly at Iceland now.

  7. Jacqui Stevens

    My new shop from now on. Hopefully you will double your profits. Many thanks.

  8. Jacqui Stevens

    I have never shopped in Iceland . I will from now on. Thank you.

  9. Jacqui Stevens

    Well done for showing good business sense Iceland Director. I love this attitude.

  10. Jan Balding

    Brilliant Iceland. Thanks for making a stand against tyranny

  11. Pat

    Excellent Iceland it is !!

  12. theflatbkny com

    Everything is very open with a really clear description of the challenges. It was definitely informative. Your website is extremely helpful. Many thanks for sharing!


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