Emergency alerts sent to millions across England over threat of wildfires

Here's the alert: https://www.gov.uk/alerts/14-aug-2026-2

What's interesting is that it doesn't seem to meet the normal requirements of an urgent action.

Previous alerts, for context: https://www.gov.uk/alerts/past-alerts

Does anyone know where this came from and what the procedure is for sending? Presumably Cabinet Office / COBR, or NFCC.