As winter viruses continue to spread, a new drive is launched today to convince the public they cannot be cured with antibiotics.
A government campaign will use adverts in newspapers and magazines alongside posters to tell people that antibiotics such as penicillin are no good for coughs, colds and sore throats.
Health officials said the campaign was part of a strategy to reduce antibiotic resistance.
It is hoped it will help doctors pressed by patients to provide medicines for common winter illnesses.
English chief medical officer Sir Liam Donaldson said: "Antibiotics don’t work on colds, most coughs or sore throats or even the flu. Using antibiotics when they are not necessary will increase resistance to them and make it difficult to treat serious bacterial infections in the future.
"If you are suffering with cold and flu symptoms or a sore throat you should rest, take plenty of fluids and speak to your pharmacist who will advise you on over the counter remedies that are available."
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