Read the signs Why food labelling is vitally important

Get a diagnosisKnow the severity of your asthma

Tackling hayfever Don’t suffer this spring and summer

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Olympic athlete Jo Pavey talks about her experience coping with asthma and how she

has learned to control it

ASTHMA AND ALLERGIES

No. 3 / May 2012

TODAYSHOW YOUR

SUPPORT

WORLD ASTHMA DAY

2 · MAY 2012 AN INDEPENDENT SUPPLEMENT BY MEDIAPLANET

Take action; learn to manage and protect

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or contact us at bsaci@kenes.com

IMPROVING ALLERGY CARE THROUGH EDUCATION, TRAINING

& RESEARCH

British Society For Allergy AndClinical Immunology Annual Meeting

East Midlands Conference Centre, Nottingham, UK

July 2nd-4th 2012

Allergies aff ect a third of the population, and a national strategy for allergy is needed to ensure accurate diagnosis and care says Dr Glenis Scadding, President of the British Society for Allergy and Clinical Immunology.

The highest levels of allergic disease are in Westernised societies. Devel-oped countries con-trolled infectious diseases during the

last century by improving sani-tation and using antibiotics and vaccines; but at the same time a rise in other diseases — allergic, autoimmune, and inflammato-ry bowel disease — has occurred. It is hypothesised that decreased microbial exposure is responsible. Other possibly relevant factors in-clude lack of vitamin D, stress, vi-ral infections, pollution and drugs such as paracetamol.

Complex issuesAllergy may be involved in conditions such as asthma,

eczema, rhinitis, food reactions, gut disorders, angioedema, drug hyper-sensitivity and anaphylaxis. The

symptoms range from mild irrita-tions through to chronic problems reducing quality of life, work and school ability. Life-threatening conditions and are often under or mis-diagnosed and frequently

mistreated. The reasons are com-plex: the startling increase in prev-alence over past decades, the lack of allergy education in our medical schools, and the paucity of allergy-trained consultants. Over a third of the population are allergic and 3.5 — 7 million people require a spe-cialist allergist in the UK. Allergy diagnosis leads to avoidance of identifi ed triggers and prevention or control of disease.

Seeking a diagnosisNot all allergic patients re-quire specialist opinions: the

majority could be treated in prima-ry care, assuming certain condi-tions were met. Many suff erers will be cared for by other specialists: ENT, respiratory medicine, derma-tology, paediatrics. However, the Anaphylaxis Campaign suggests that that they may be missing out on accurate diagnosis, important management, advice and care.

Dr Glenis ScaddingPresident, British Society for Allergy and Clinical Immunology

‘The more allergy you have, the greater the risk of your asthma being poorly controlled’

Dr Dinesh SaralayaConsultant respiratory physician, Bradford Royal Infi rmaryPAGE 6

ASTHMA AND ALLERGIES, 3RD EDITION, MAY 2012

Managing Director: Chris EmbersonEditorial and Production Manager: Faye GodfreyBusiness Development Manager: Hannah Butler

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WE RECOMMEND

CHALLENGES

A recent survey by Allergy UK predicted that potentially 12 million people in Great Britain are allergic to their homes, that’s 1 in 4 of us, and more specifically to house dust mites, which love to reside in pillows and mattresses. House dust mite allergies can cause a variety of symptoms from runny noses, sneezing, wheezing, coughing and headaches through to loss of concentration and generally feeling unwell – all of which cause disturbed sleep - and they are also a serious ir-ritant to anyone suffering from asthma.

Sleep is a critical factor in all our lives – in fact we spend one third asleep – and without proper, regular, deep and restora-tive sleep our health and wellbeing can be seriously affected. Sealy is renowned for its research into sleep science and mat-tress innovation and leads the industry in developing the most technologically advanced beds ever, including the fa-mous Posturepedic range. Now there is a range which is also endorsed by Allergy UK as the mattress material contains the latest in scientific development, special Sealy ‘Smart Fibres’.

Did you know that an average mattress can contain tens of thousands of house dust mites and their waste or 10% of the weight of a two year old pillow can be composed of dead mites and their droppings? Dust mites mostly feed on our dead skin cells and water from our sweat and expired breath and although they only have a short life cycle, in a 10-week life span, a house dust mite will produce approximately 2,000 fecal particles and an even larger number of partially digested enzyme-covered dust particles.

In addition to Tencel, which helps keep the body cool and dry as it sleeps, the new anti-allergy ‘Smart Fibres’ include Puro-tex. Purotex contains probiotic friendly bacteria which keep house dust mites at bay and reduce allergens for a fresher mattress throughout. This is a major advance in bed technol-ogy from Sealy which is both green and eco-friendly.Through this amazing and latest technology, Purotex’s probi-otic microflora are incorporated into the Sealy mattress fabric as micro-encapsulated inactive spores and they are released by friction between the sleeper’s body and the mattress, whereupon the bacteria activate spontaneously. During this germination process they absorb moisture and eat up the food material present in the fabric, including flakes of skin, dead bacteria and fungi, and dust mite excretions.

The friendly bacteria grow very rapidly, multiplying by a factor of 100 in a period of 24 hours. In this way they prevent dust mites getting enough food and moisture to sustain them-selves. Moulds too are denied a chance to develop. Also, the mass presence of the friendly bacteria prevents harmful or pathogenic bacteria from gaining a foothold in the ticking material. Finally, as a favourable side effect, these new Sealy mattress fibres neutralise unpleasant odours in the mattress. These ‘Smart Fibres’ have not been chemically treated; their astonishing results are achieved in an entirely natural way. The microflora used consist of friendly micro-organisms that are not genetically modified and are guaranteed non-toxic. Sealy ‘Smart Fibres’ meet the most stringent standards which means they are suitable even for mattresses for children. And in contrast to solutions that make use of antibiotics, noxious bacteria do not become immune to the probiotic bacte-ria. The probiotic friendly bacteria are also self-regulating: the more dust mites there are in the mattress, the more the friendly bacteria multiply. If there is no more food for them, then about 25% of the bacteria revert to spore form. The cycle then repeats itself as often as necessary. The bacteria them-selves do not produce any excretions. Thanks to the very large number of encapsulated bacteria (the capsules open in a con-trolled manner over a period of time) the favourable action in new Sealy mattresses is assured for a good ten years.

Sealy beds and mattresses with ‘Smart Fibres’ are available from furniture retailers nationwide and there is a model to suit everyone - in size, comfort and budget. So look out for the ‘Smart Fibres’ owl icon to guarantee a sleep system that is cool, fresh, dry and hypoallergenic.

SEALY ‘SMART FIBRES ’ …. HELPING YOU BECOME A DEEPER SLEEPER

For more information, visit www.sealy.co.uk. Look for SealyUK on

Sealy beds with ‘Smart Fibres’ are available nationwide. Check the website for your nearest stockist.

4 · MAY 2012 AN INDEPENDENT SUPPLEMENT BY MEDIAPLANET

■ Two per cent of adults and around seven per cent of children in the UK suff er from a food allergy — a debil-itating and, in extreme cases, life-threatening problem.

“A food allergy is an immune system reaction to a food that would be harmless to most people,” says Lindsey McManus, Deputy CEO of national medical chari-ty, Allergy UK. “When the body becomes sensitised to certain allergens in food — such as peanuts, milk, eggs or fi sh — reac-tions can occur from mild to severe.”

Symptoms vary, but may include tin-gling of the lips and tongue, wheezing, tightening of the airways, swelling, a drop

in blood pressure and the most severe form of allergic reaction — anaphylaxis — which is potentially life-threatening.

Harmful to asthmaticsMoira Austin from the charity The Anaphylaxis Campaign points out

that an anaphylactic reaction can be par-ticularly harmful to asthmatics, where the eff ect is felt mainly on the lungs. It is particularly important, therefore, that those suff ering from asthma and aller-gies are seen by an allergy specialist.

Treatment for those at risk of anaphy-laxis includes adrenaline auto-injectors. “Adrenaline — also known as epineph-rine — acts quickly to constrict blood vessels, relax smooth muscles in the lungs to improve breathing, stimulate the heartbeat and help to stop swelling around the face and lips,” says Austin.

Be aware of the risksGood food labelling is critical for food allergy suff erers but unfor-

tunately, it isn’t consistent. “There are 14 allergens which have to be listed on

packaging by law,” says McManus. “But each company has a diff erent way of presenting this information which can make it diffi cult to easily identify when shopping.” Even small amounts of aller-gens can provoke reactions in some peo-ple, which means that cross-contamina-tion can be an issue.

‘May contain’ labelling is now so wide-spread, says The Anaphylaxis Campaign, that many people suspect it is adopt-ed by some manufacturers as a substi-tute for cleaning their production lines thoroughly. “For that reason many peo-ple ignore these warnings,” says Austin. “In our view, that is risky behaviour. Al-though some manufacturers may regard ‘may contain’ as a convenient get-out, many of them do their best to minimise risk and use warning labels only as a last resort.” The advice, says McManus, is to be vigilant when eating out — and al-ways ask about the ingredients in a par-ticular dish.

TONY GREENWAY

info.uk@mediaplanet.com

Question: How serious can food allergies be? Answer: Allergic reactions to some foods range from mild to life-threatening, which is why easy-to-understand food labelling is vitally important for suff erers.

FOOD FORETHOUGHT

Lindsey McManusDeputy CEO, Allergy UK

NEWS

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MAY 2012 · 5AN INDEPENDENT SUPPLEMENT BY MEDIAPLANET

BETTER TO BE SAFE THAN SORRYIt is so important to check the packaging of foods to ensure they won’t affect your allergiesPHOTO: SHUTTERSTOCK

Asthma can have a significant impact on the lives of those who suffer with it and it is vital that additional research is carried out to find new treatments for the condition….

This year Synexus, the world’s largest multi-national company dedicated to organising and running late-stage clinical studies, will be taking part in a worldwide asthma research study which has been mandated by the US Food and Drug Administration.

It will be recruiting patients of all ages who suffer with asthma to participate in the study at its seven Dedicated Research Centres across the UK.

Synexus is conducting a ‘Challenge Asthma’ campaign aimed at raising awareness about the need for further research and encouraging volunteers to join its patient community - Synexus is already supported by 400,000+ patients and has successfully placed thousands onto studies.

CCCCChhhhhaaaallleeenge Asthma with Syyynnneeeexxxxxuuuusss

To find out more or register your interest visit www.challenge-asthma.com

■ What is hayfever?

It’s a grass and tree pollen allergy. In April, typical-ly, tree pollen is a problem for suff erers; in May and

June it’s grass pollen. The pollen irritates the nasal passag-es to produce sneezing; and it irritates the eyes which be-come itchy. It’s very common in the teenage years, but you can outgrow it in your twenties only for it to return in your thirties or forties. It can be a very debilitating condition.

■ Can you be tested for hayfever?

A prick test is good for diagnosing pollen allergies and it will help your doctor understand what treat-

ment is best for you.

■ Why do some people experience stronger symptoms

than others?

The strength of your symptoms depends on how much immunoglobulin E (igE) antibody you pro-

duce. It may be possible to desensitise yourself to pollen and, in some cases, immunotherapy might be consid-ered. This is when the suff erer is given small amounts of pollen — outside of the pollen season — to help them de-velop a sense of tolerance to pollen.

■ What are the best treatments, generally?

A combination of non-drowsy antihistamines and low-dose steroid nasal sprays can work well.

You can also fl ush the nasal passages with saline; put eye drops in to fl ush pollen away; put Vaseline on a cot-ton bud and into your nasal passages to trap pollen. Of an evening, have a shower and wash your hair to get rid of the pollen. Don’t hang your washing out to dry on a high-pollen day because the pollen will land on your clothes. Close windows at peak pollen times which are late morning and early evening.

HAYFEVER Q&A

!

!

!

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Dr Adrian MorrisSurrey Allergy Clinic

6 · MAY 2012 AN INDEPENDENT SUPPLEMENT BY MEDIAPLANET

Asthma aff ects around 5.4million people in the UK. The bulk of these cases are very treatable, says Dr Dinesh Saralaya, con-sultant respiratory physician at Bradford Royal Infi rmary.

But around half a million people have diffi culty treating asthma. These suff er-ers may need multiple treatments and fre-quent hospitalisation.

“Intrinsic factors may mean that the patient does not respond to treatment as normal asthmatics do,” says Dr Saralaya. “Other factors include being female, mid-dle-aged or overweight and diseases may co-exist with asthma and make it worse — severe hayfever, for example. The more al-lergy you have, the greater the risk of your asthma being poorly controlled.”

Asthma can be life-threatening. The charity Asthma UK says that, on average, around three people a day die from it (al-though it stresses that, for most suff erers, the condition can be well-managed). The charity estimates that 75 per cent of hospi-tal admissions for asthma are avoidable and as many as 90 per cent of the deaths from asthma are preventable.

Know the symptomsPatients with asthma will typically have symptoms which include breathlessness, wheezing and chest tightness. These symp-toms may be triggered by, for instance, sud-den cold air, cigarette smoke or spicy food. Knowing your trigger is key to controlling your condition.

“Asthma is a variable disease,” says Dr Saralaya. “It varies in time and in severity. I get episodic symptoms. Let’s say I catch a cold or go into a room full of cigarette smoke — well, that night I will wheeze and I’ll need

my inhaler. Asthma is an infl ammatory disease so a trigger causes an infl amma-tion in the lining of our breathing tubes, causing more sputum to be produced and altering the shape of our airways.” Treat-ment with inhalers (preventer and reliev-er) reduces infl ammation and opens up the airways, increasing lung capacity.

The importance of treatmentIn the UK, says Dr Saralaya, many severe asthma cases can be worsened by poor compliance to treatment — and by ignoring trig-gers, such as smoking. “If you have poorly controlled asthma and you smoke, it makes you less respon-sive to treatment and causes changes within the airway which makes your asthma worse. So cigarettes are not just bad for general health — they’re also bad for asthma control.”

One misconcep-tion is that if the suf-ferer feels better, they can stop treatment. “I tell my patients that if they decide to come off treatment they may be well intermittently,” says Dr Saralaya. “But in the long-run their decline of lung function will be more pro-found than someone taking their treatment regularly.”

■ Question: Is asthma easily treatable?

■ Answer: Asthma is common in the UK — and, usually, it can be well-managed. But in its severest form it can be very hard to treat — so good compliance to medication and avoiding ‘triggers’ is vital.

TONY GREENWAY

info.uk@mediaplanet.com

CHANGE

Dealing with asthma

Dr Dinesh SaralayaConsultant respiratory physician, Bradford Royal Infi rmary

INSPIRATION

■ “Symptoms of

asthma, rhinitis and/or

eczema are increased

by house dust mites,

mould and domestic

animals. Six years ago,

Allergy UK was part of

a project to create an

allergy-free home

environment for

12 children

with severe

allergies. We

scientifi cally

tested and cleaned

houses thoroughly

to remove dust

and mould; removed

carpets; replaced

curtains with roller blinds

and used anti-allergy covers

for bedding. We decluttered

totally. Eleven out of 12

children showed a vast

improvement. It changed

many of their lives

dramatically.”

Maureen Jenkins, Allergy UK

CONTROL IN THE HOME

I was diagnosed with asthma before I started primary school. I remember being very wheezy when playing netball or in PE, especially if it was cold and dry. I need inhalers to be able to be an athlete.

Triggers for me are colds and exercise. I take a pre-

venter inhaler earlier in the day before I run or

race; and then I have a re-liever inhaler which I need to give me control. I normal-ly have a puff in the warm-up and then one more before I race.

My brother was more severely asthmatic than me

I’ve had asthma attacks where I’ve had to see my GP;

but, unlike my brother, I’ve not been hospitalised.

As I’ve got older, I’ve learned to control my asthma

I would say for any child with asthma, don’t be scared of ex-ercise. Obviously you need to have your asthma well-con-trolled, have your inhalers with you, exercise in a safe sit-uation and get regular check-ups; but I’ve found that hav-ing higher fitness levels helps. In fact, if I can’t run because of injury, I’ll get asthma in every

day life.

I do have to be careful about training locations

Once I went training in Col-orado in winter and the air was too cold and dry for me.

I’m hoping to compete in London 2012

I’ve been given good advice and medication to keep my asthma under control — and I haven’t been held back by it.

OLYMPIC ATHLETE JO PAVEY

(PICTURED) DISCUSSES HOW

SHE MANAGES HER ASTHMA

XOL12-C018

The condition affects both men and women and although the symptoms tend to peak between 15-25 years, it can develop at any age and disappear at any time. The main hay fever seasons run from mid March to mid May for those allergic to birch pollen and late May to early August for those allergic to grass pollen.

While everyone is familiar with the typical symptoms of hay fever - frequent sneezing, runny or blocked nose and watery or itchy eyes - it does tend to be trivialised by non hay fever sufferers. Research1 commissioned by Kleenex® Balsam has shown that nearly a quarter of non-sufferers fi nd the symptoms unpleasant to be around and one in three would be annoyed if their colleagues had a day off work because of hay fever.

Yet for those who experience the persistent symptoms year-on-year, hay fever can interfere with every aspect of daily life and the symptoms can even be debilitating, with the most severe lasting for an average of over three working weeks. Sufferers admit that the symptoms result in a lower quality of life, less productivity in the workplace and even impact on relationships2. Sadly, nearly half also admit to feeling sidelined by non-sufferers1.

It is possible for hay fever sufferers to lessen symptoms and ease some of the discomfort experienced by being prepared:

Carry tissues, a bottle of water and medication or treatments at all times, so you can deal with symptoms as soon as they start

Eat a balanced diet and get regular exercise to lower stress, boost the body’s immunity and make you more able to cope with hay fever

Work out which kind of pollen you’re allergic to: 86% of sufferers don’t actually know. Keeping a diary of symptoms and matching it against a pollen calendar may help.

And, as it seems that only fellow sufferers really understand what each other is going through, sharing tips and advice that can help them get through this uncomfortable time is of the utmost importance.

95%1 of people

Fortunately, Kleenex is always there for the hay fever season with its Balsam range of products to help soothe suffering noses. Recent research has shown that 95%1 of people suffering with hay fever would recommend Kleenex Balsam tissues to fellow sufferers and, as the symptoms can come on at any time, carrying a pack of tissues in a bag or pocket means that you won’t get caught out.

For more

Always there. Always

1 Research carried out by Ruby Cha Cha on behalf of Kleenex in 2011 with 2,110 UK adults (16 and above)2 The research was carried out by OnePoll on behalf of Kleenex in March 2012 with 2000 UK adults (1145 hay

fever sufferers and 855 non-sufferers)3 The research was carried out by Opinion Matters on behalf of Kleenex in February 2009 with 1,983 UK adults

(928 hay fever sufferers, 674 working hay fever sufferers, 401 middle managers and above)

With one of the highest prevalence rates in the world,

hay fever –

For more

The Balsam range consists of:

hypoallergenic and dermatologically tested tissues that leave behind a micro-fi ne layer of protective balm on the skin. This unique balm containing calendula soothes your nose and helps prevent it from becoming red or drying out; making it the ideal tissue for the hay fever season. Available in regular or mansize boxes for around the home, or pocket packs for when you’re out and about: RRP £0.58 for a single pocket pack and £2.40 for a regular box.

keeps your nose and lips moisturised and protected. Containing natural ingredients including calendula, it is specially designed to provide long lasting care and protection to help your nose throughout hay fever season: RRP £1.99.