Run Hide Tell for retailers - making sure staff and customers know what to do in an attack

With Martyn’s Law expected in 2027, retailers should act now to strengthen preparedness and awareness. Understanding Run Hide Tell helps staff and customers respond quickly and safely if a terrorist attack occurs.

With the implementation period for Martyn’s Law underway and full requirements expected to come into force in early 2027, independent retailers can be well placed by taking early, practical steps to strengthen their preparedness.

Acting now allows businesses to build staff awareness, review procedures and embed good safety practice ahead of any formal legal duties, rather than reacting once requirements become mandatory.

One of the simplest and most important foundations is ensuring both staff and customers understand Run Hide Tell: the official Counter Terrorism Policing guidance on what to do in the event of a firearms, weapons or terrorist attack. The message is designed to be clear, memorable and actionable under stress, helping people make quick decisions that prioritise their safety if they ever find themselves caught in such an incident. Here’s what you need to know.

What Run Hide Tell Means

RUN

• Escape to safety if you can. Identify and use the nearest safe exit.
• Choose the safest option, and don’t risk further harm.
• Leave belongings behind - they can slow you down.
• Encourage others to move quickly with you, but don’t delay your own exit.
• Do not stop to record or film events.

HIDE

If you cannot safely run away:

• Find cover from gunfire. Strong walls and solid structures offer better protection — note that ordinary glass, brick or wood may not stop bullets.
• Get out of sight of the attacker.
• Be aware of exits and avoid trapping yourself.
• Stay quiet - silence phones and turn off vibrate.
• Lock and barricade doors if possible and move away from them.

TELL

Once safe:

• Call 999 immediately.
• Provide the police with:
  • Where the incident is taking place.
  • What is happening.
  • Where suspects are and which direction they moved.
  • Descriptions of attackers (clothing, weapons, features).
  • Any additional relevant info (casualties, hazards, building layout etc.)
• Only call when it is safe to do so.

How retailers can prepare and useful resources

Although attacks of this nature are thankfully very rare, retailers can take practical steps to ensure staff and customers are aware of Run Hide Tell and what to do if an incident occurs.

Use the official Run Hide Tell leaflet/poster produced by Counter Terrorism Policing as visible reminders in work areas and public spaces.

Place posters in staff rooms, back-of-house corridors, customer waiting areas, at service desks and near exits.

The official Run Hide Tell leaflet summarises the three steps clearly: RUN to safety, HIDE if you can’t run, then TELL the police by calling 999.

Other authoritative sources for retailers include:

• ProtectUK – central hub for official protective-security guidance, sector resources and preparedness tools on Martyn's Law | CLICK HERE
• Counter Terrorism Policing Run Hide Tell page – includes public guidance, campaigns and safety materials | CLICK HERE
• GOV.UK Prepare – government preparedness information on terrorism response and public safety | CLICK HERE

Key Points to Remember

• Run Hide Tell is simple but vital public safety guidance for unexpected terrorist-related violence.
• The priority is personal safety: escape first, hide if escape isn’t possible, then alert emergency services.
• Awareness is most effective when staff understand and can recall the steps quickly under pressure.

Photo credit: AmethystStudio/stock.adobe.com; fatmawati/stock.adobe.com; ambrozinio/stock.adobe.com