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Supermarket staff stopped would-be rescuers from taking a store defibrillator as they raced to save a man's life nearby.
Police and paramedics were called to South Avenue in Gillingham to help an elderly man suffering a medical episode.
Reports on social media suggest a woman who called 999 was told to carry out CPR while another man went to Tesco at Bowaters Roundabout to retrieve the defibrilator.
Paramedics arrived at the scene within a few minutes of the call but the man in his 90s was declared dead at the scene.
His next of kin have been informed.
Meanwhile, the man who had gone to Tesco was stopped by a security guard when he tried to leave the store as the defib "wasn't for public use".
A call was made to police reporting the incident as a theft where staff were made away of the nearby emergency.
"I’m absolutely disgusted with Gillingham Tescos at Bowaters roundabout!"
It is claimed they still wouldn't let him leave with the equipment.
A statement from police said: "A call was also received at 9.59am on February 3 where a member of staff reported the attempted theft of a medical device from inside Tesco in Courtney Road, Gillingham.
"During this call the caller was informed there was a genuine medical emergency nearby and this was not an attempted theft."
One of those who came to the man's aid and performed CPR later posted on Facebook, stating: "I’m absolutely disgusted with Gillingham Tescos at Bowaters roundabout!
"When I woke up today, I didn’t envisage having to perform CPR on my next door neighbour, but as instructed by the 999 emergency service requested, I carried on 1,2,3 1,2,3 1,2,3 and so on whilst the SGN employee ran over to Tesco to grab the defib that the 999 emergency services stated was there for us to use.
"So I carried on with the CPR as instructed waiting for the defib or ambulance, which ever came first!
"It was the ambulance I heard as it arrived first and they took over the CPR and heartbreakingly, the patient had passed away and defib never did turn up because as the workman ran into Tesco and collected it as he was running out of the shop with it, the security guard stopped him and told him that it wasn’t for public use!
"The distraught man was so upset and explained that the 999 emergency services said to come and get it whilst a lady (me) was performing CPR on a suspected heart attack patient, but they wouldn’t let him leave the store with it, despite what the emergency services said!
"I’m appalled! This may have saved this gentleman’s life, but instead the poor chap from SGN & myself fighting desperately to save his life, whilst being denied emergency equipment, meant he sadly didn’t make it!"
A Tesco spokesperson said: “We’re incredibly sorry to hear about this and are shocked to hear the reported circumstances.
"We have 2,600 defibrillators in stores across the country which are available for anyone to use and we are reminding colleagues of this.”
"It wouldn’t be appropriate for us to comment further while we are investigating these reports.
"We have 2,600 defibrillators in stores across the country which are available for anyone to use and we are reminding colleagues of this.”
A spokesperson from the Security Industry Union Ltd, the UK's Multi Trade Body for Security, said: "Security staff must be issued clear guidelines concerning the usage of the public defibrillators on their site by their respective employers."