A new drive to remind people that antibiotics do not help with coughs, colds and sore throats has been launched by the Government.
Diseases are becoming more and more resistant to antibiotics and over-prescribing has been linked to the development of "superbugs" that fail to respond to treatment.
The Government's chief medical officer, Sir Liam Donaldson, launched a new campaign to drive down antibiotic use.
Aimed at the public and doctors, the campaign will feature adverts in newspapers and magazines.
It focuses on colds, flu and sore throats - caused by viruses that rarely respond to antibiotics.
Nevertheless, doctors report that members of the public often demand antibiotics to help them get better.
Sir Liam expressed concern that bacteria is constantly evolving and developing resistance, which could mean infections like pneumonia stop responding to treatment in the future.
Sir Liam 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."
