Directors, Actors and Directors of Photography entering into England for a commercials production will be exempt from the requirement to quarantine for 14 days on returning to the UK.

The exemption was developed with the Advertising Producers Association (APA), the trade body for commercials production companies, and the Department for Digital, Culture, Media and Sport.

The new measures will enable advertisers and advertising agencies in the UK to use the best directing talent from around the world and enable international brands and agencies to shoot in the UK with the talent they want to work with.

The move reflects the importance of the industry to the economy. The advertising industry is worth £6.9 billion to the UK economy and every £1 spent on advertising generates £6 for the economy.

Steve Davies, APA Chief Executive said: “This is huge for our members and very welcome from the Government. It will help our members sustain their own businesses and to contribute to the rebirth of the British economy and exports.”

Stephen Woodford, CEO, Advertising Association said: “This is a vital development to reinforce the fact that the UK advertising is very much open for business, here to help customers from around the world grow their business. Our industry is working fast to adapt to the challenge and its entrepreneurial spirit will be right at the heart of the UK’s economic and social recovery.”