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The researchers saw the opportunity to slow down implementation and ensure robust testing before this was launched nationally. The moral and ethical issues regarding this research were considered by the authors during proposal development and in discussion with a range of other project stakeholders, including officials from the UK Cabinet Office, Department of Health (now the Department of Health and Social Care), NHSBT and GDS. The research placed no additional burden on participants, who were free to ignore the message and close down the web page as the previous transaction was complete. The data have not been aggregated and they are not attributable to individuals.","order":1,"name":"Ethics","group":{"name":"EthicsHeading","label":"Ethics approval and consent to participate"}},{"value":"Not applicable.","order":2,"name":"Ethics","group":{"name":"EthicsHeading","label":"Consent for publication"}},{"value":"The authors declare that they have no competing interests.","order":3,"name":"Ethics","group":{"name":"EthicsHeading","label":"Competing interests"}},{"value":"Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.","order":4,"name":"Ethics","group":{"name":"EthicsHeading","label":"Publisher\u2019s Note"}}],"article-number":"513"}}