Cineworld was the only cinema chain in the United Kingdom to operate a 'strict no food and drink policy' on items that have been bought elsewhere, but in November 2012, the food policy was changed and now states that "neither alcohol nor hot food may be brought onto the premises". In early 2014, Cineworld introduced an allocated seating system, starting as a trial in selected sites including Wembley and rolling out to all their cinemas by the summer. The move was controversial and a Twitter campaign was created against this policy. Cineworld have responded to the criticism stating that it gives customers peace of mind along with other benefits.