Police will only issue £100 fines for failing to wear a face mask in a tiny minority of cases, Avon and Somerset's top officer has said.

With masks in stores mandatory for customers from Friday, chief constable Andy Marsh is encouraging shop owners to refuse to serve anyone who fails to wear one.

Police will mainly be encouraging people to wear a face mask when they cannot socially distance while inside, and advising why they should.

Speaking to police and crime commissioner Sue Mountstevens on Facebook Live, Mr Marsh said: "The police have very significant responsibilities around life saving – we will have limited capacity to carry out any enforcement activity [for failing to wear a mask].

"It won't be the case we will be encouraging people to call us if they see someone not wearing a face mask. I can't offer any assurance police officers will be able to routinely attend such incidents.

"If we come across someone who blatantly refuses to comply with this obviously important health guidance, we will issue an enforcement notice, but it will be a last resort.

"We hope to work with the retail sector. Where they can, they will encourage people using their premises to wear face masks. I would be asking them not to serve people if they aren't complying.

"I know people can sometimes be difficult. We will have a role in a tiny minority of cases to carry out some enforcement."

He appealed to the public to follow the lockdown guidance so more restrictions can be lifted.