Is planning a regular rotation of new tyres over their lifespan a good or bad plan?

From many posts I've seen here and elsewhere on the web, motorists in the USA seem to see rotating tires as a task which ought to be undertaken at regular intervals.  By rotating tires, I mean moving their position on the vehicle, so moving them from the front to rear axle for example.

In the UK, we seldom do this.  Indeed one of the biggest tyre fitters in the country actually advises against the practice (see link [here][1])

I've just fitted a set of four tyres to our 2012 VW Golf and wondered if it is worth rotating them over the life of the tyres.  Is there any advice that is clearly for or against the practice and are there any studies which back this up?

  [1]: https://www.kwik-fit.com/tyres/information/tyre-rotation