20 April 2023 | Chameleon Updates

The New Emergency Alerts System: Preparing for a nuclear threat or something else?

#image_title #separator_sa #site_title

On Sunday 23rd April 2023, the new Emergency Alerts system is going to be tested by the government across the UK.

The Emergency Alerts system has been created by the UK Government, following examples from other countries, eg. Japan and the United States, to alert the public when life-threatening events are taking place and give instructions for people to keep safe.

What will the alert say?

The test for the new Emergency Alerts system will occur at 3pm on Sunday 23rd April. A message will pop up on the screen of phones and tablets, with a loud sound, similar to a siren, or a vibration for around 10 seconds.

The alert will state that it is a test and that no action needs to be taken after receiving the alert. As in real-life scenarios, there will be instructions given in order to help people keep safe when there are life-threatening events happening nearby. 

When the Emergency Alerts test message is received, people will simply swipe the alert away and carry on with using their devices.

Who will receive the Emergency Alerts?

The new Emergency Alert system will be sent to all compatible devices that are on 4G and 5G networks in the UK.

These compatible devices include iPhones with iOS 14.5 and later, as well as phones and tablets with Android 11 and later. Any other devices will be unable to receive the alerts.

If you are on a 2G or 3G network, or have your phone on aeroplane mode, you will also be unable to receive the alerts.

Can I opt out of the Emergency Alerts system?

Simple answer, yes. Go into settings, search for ‘emergency alerts’ and you’ll be able to switch off ‘extreme alerts’ and ‘severe alerts’. 

However, the government is advising that people keep the alerts on, to ensure you’re aware when emergency situations occur in the future. 

It’s important to note that the alert will still make a noise if your device is set on silent. For those who are victims of domestic abuse, ensure you are aware of this and switch off these settings on any hidden phones or devices you may have.

Additionally, drivers are being advised to make sure they don’t use their phone while driving.  

When will the Emergency Alerts system be used?

The UK Government has developed this Emergency Alerts system to be used for life-threatening occasions. Emergency Alerts will either be sent out by the government or the emergency services, and people can be alerted locally or nationally.

Events that could mean people receive an alert are most likely to be severe weather incidents. Such as fires, flooding or any extreme weather conditions where there is a threat to life. There will be plenty of people who don’t receive an alert for many months or years.

This Emergency Alerts system has not been designed for incidents where there is a terrorist on the streets, as there’s the possibility of the alert giving away people’s location. 

Although, the system could be used for a wider range of events, for example, to warn people to leave an area where there is a car bomb, threats of nuclear attack and high-risk criminals at large.

Is my data protected?

The Cabinet Office has stated that there will be no personal data collected about the user, the device or the location. 

The alert is broadcasted to mobile-phone masts to all the compatible devices within range. This means that the Emergency Alerts system doesn’t need phone numbers or any specific data to send out any alerts.

Share This Content

More Chameleon Insights

Reactive Marketing Feature Image
  • Advertising
  • Digital Marketing
  • General
  • Google Advertising
  • London SEO
  • Marketing
  • SEO
  • SEO Birmingham
  • Social Media
  • Web Design

Reactive Marketing

How Businesses Can Capitalise on the World Cup Sporting events offer fantastic opportunities for businesses. Increased social media engagement, spikes in online traffic. Events such as the 2026 FIFA World Cup will take centre stage. But many businesses believe that they need to be official sponsors with millions of pounds in marketing budgets to capitalise…

How to increase social media engagement feature
  • Advertising
  • Digital Marketing
  • General
  • Google Advertising
  • London SEO
  • Marketing
  • SEO
  • SEO Birmingham
  • Social Media
  • Web Design

How to Increase Social Media Engagement

Social media engagement metrics such as likes, comments, shares, saves and video views indicate that your content reaches your target audience and prompts them to engage with it. When people interact with your business online, this builds trust and creates interest. As a result, you get leads and clients. Sometimes businesses see disappointing engagement rates…

Why cheap websites cost more feature image
  • Advertising
  • Digital Marketing
  • General
  • Google Advertising
  • London SEO
  • Marketing
  • SEO
  • SEO Birmingham
  • Web Design

Why Cheap Websites Cost More

These days, your website is your most important piece of business. Your website is everything – your storefront, your representative, your salesman, and much more. But with so many affordable web designs around, it is tempting to think that you should always opt for the cheaper option. And indeed, on paper, it seems like a…

SEO vs Paid Ads Feature Image
  • Advertising
  • Digital Marketing
  • General
  • Google Advertising
  • London SEO
  • Marketing
  • SEO
  • SEO Birmingham
  • Web Design

SEO vs Paid Ads: Which is Better for Your Business?

A question that every business has to ask. If you are looking to grow your business online, increase visibility, and generate consistent leads, you will almost always reach this point. Should you invest in SEO or Paid Ads? At first glance, this may seem like a simple question. Paid Ads generate instant results. SEO takes…

Top 8 Most Common Website Mistakes & How to Fix Them
  • Advertising
  • Digital Marketing
  • General
  • Marketing
  • Social Media
  • Web Design

Top 8 Most Common Website Mistakes & How to Fix Them

Find Out The Top 8 Most Common Website Mistakes & How to Fix Them A website for a business serves as the first impression of a company for potential customers. It is not just a digital version of a company brochure, but a powerful tool for generating leads, representing a brand, and establishing trust with…

What Does OpenAI’s Defence Deal Mean Feature Image
  • Advertising
  • AI
  • Digital Marketing
  • General
  • Marketing
  • Web Design

What Does OpenAI’s Defence Deal Mean?

Artificial Intelligence has been living in two worlds. One world is the world of creativity. Marketing teams using it to move quicker, designers using it to generate more ideas. The other world is the world of speculation. The future of Artificial Intelligence, the risks of Artificial Intelligence. Well, that world is ending. The news from…

The Creative Industry Pushes Back on AI
  • Advertising
  • AI
  • Digital Marketing
  • General
  • Marketing
  • Social Media
  • Web Design

The Creative Industry Pushes Back on AI

Why Human Creativity Still Matters The creative industry is one that pushes back on AI, and for good reason. While artificial intelligence is becoming increasingly powerful, there is an undeniable temptation to use this technology to create content, design, and market. However, with the recent emphasis on human creativity, especially with events such as the…

What the BBC’s YouTube Move Tells Us About Modern Web Strategy
  • Digital Marketing
  • General
  • Marketing
  • Web Design

What the BBC’s YouTube Move Tells Us About Modern Web Strategy

When the BBC announced it would start putting programmes directly onto YouTube, it sparked the usual reaction. Another sign that platforms are taking over. Another nail in the website coffin. Except that is not what is happening at all. The BBC is not choosing YouTube instead of its own platforms, it is using YouTube to…

Claire's Accessories Administration
  • Digital Marketing
  • General
  • Marketing
  • Web Design

Claire’s Accessories: A Warning for Businesses That Fail to Adapt

Claire’s Accessories is once again facing financial turmoil, marking the second time in less than a year that the brand has found itself on the brink of collapse. A household name for decades, Claire’s was once the destination for affordable fashion accessories for younger shoppers. Today, its future looks bleak, and the reasons behind this…

2026 Business Success
  • Chameleon Updates
  • General

Happy New Year – Will 2026 Be the Year Your Business Grows?

A new year always brings optimism, ambition, and big plans. But as we move into 2026, many UK businesses are asking a very real question: will this be the year we finally see consistent growth again? Since COVID, trading conditions have been tough. Add to that ongoing UK Government changes, rising operational costs, staffing pressures,…

is content marketing dead
  • Digital Marketing

Is Content Marketing Dead In 2026?

Chameleon explores whether content marketing is dead as we head into 2026.

A laptop with Google loaded: Google Search Console adds new branded query filter
  • Digital Marketing

Google Search Console Adds New Branded Queries Filter

Google Search Console has introduced a brand new feature: the branded queries filter. This latest addition provides users with a new way to filter their website performance. The feature is designed to help you understand your traffic better and what’s driving users to your website by allowing you to differentiate between query types. What is…