Some 34% of Britons suffered a 'summer cold' in the last few months, yet 32% of us let it get to the stage of 'extreme suffering' before seeking medication, help and advice. Why do we do this? Well the results of a new survey into people's attitudes to treating their health complaints - carried out by the Consumer Health Information Centre (CHIC) reveals all.

When it comes to how much pain and discomfort we will put up with, it would seem that we are more tolerant of some summer ailments than others. With regards to indigestion, the British stiff upper lip comes into play with 25% of people saying they would suffer to the extreme before seeking help. However, for allergies such as hayfever, we are far less tolerant, with nearly a quarter of people saying that they would only suffer a little before seeking help or purchasing a treatment.

It seems that we are a nation of confident self-treaters when it comes to common summer ailments: 72% of the population choose to self-treat their ailments such as travel sickness, stings, indigestion and headaches, with more than double the number of women than men opting for self-treatment and one in five visiting their pharmacist rather than their doctor to get advice on minor ailments.

This is hardly surprising when a staggering 33% of people wait between five and 14 days to get an appointment with their doctor, and even then, only 9% of women (compared to 40% of men) believe the doctor knows best! But why wait to get help when there are ranges of treatments that can be purchased over-the-counter from your local pharmacy, where the pharmacist is always available to give advice?

Advice tips to summer ailments from the consumer health information centre:

• Soaking up the Rays:
  Avoid spending long lengths of time out in the sun, especially in the middle of the day when the rays are at their strongest. Remember, even when the clouds are in the sky, the sun's harmful rays are reaching you. If you are out in the sun, cover-up with a high- sun protection factor cream and wear a sun-hat or carry an umbrella to protect you. Fill up on fluids and make sure you have water with you, especially when travelling. Avoiding dehydration will hopefully keep those summer headaches at bay.

• Summer Headaches:
  Get yourself a good pair of sunglasses to avoid headaches and eye stress. However, there are a range of pain relief remedies containing aspirin, paracetamol or ibuprofen that should ease your suffering by reducing pain and a temperature.

• Prickly Heat / Sweat Rash:
  Prickly heat and sweat rash doesn't just happen to babies. When the heat is turned up, we all naturally sweat more and it can lead to your skin becoming irritated. This leads to a red cluster of pimples or blisters. There are a number of powders that can help keep the affected area dry and will help increase your comfort, available in supermarkets and your pharmacist.

• Hayfever / allergy:
  The main symptoms of hayfever or allergies are sneezing, runny nose, blocked nose, itchy nose and throat, and watering eyes. Antihistamines are generally effective in controlling the typical symptoms of hayfever and are generally most effective if taken before the symptoms occur rather than after they have started. You can take antihistamines orally or nasally. If your eyes are particularly troublesome, you may find it useful to use eye drops and if your hayfever symptoms only occur in the eyes, products containing sodium cromoglycate are particularly helpful. Additionally, for extra relief from a blocked nose you can take either a topical or oral decongestant or if suffering from sinus pain a pain relief product. Remember, you can catch a cold at any time of the year. If you are unsure whether you are suffering from hayfever or a cold ask your pharmacist so that you can get the best treatment for your condition.

• It's a Jungle out There:
  Poison oak / ivy and nettle stings & rashes can bring unhappiness in the summer months. There are a wide range of creams, lotions and sprays that will ease the sting and help clear up the redness. Common ingredients in these medicines include zinc oxide, titanium dioxide, hydrocortisone to clear up the redness and lidocaine or benzocaine to soothe the pain. Ask your pharmacist for advice on what will be most suited to you. You may also want to get yourself an insect repellent to prevent bites. But if you are too late, relief is on hand. There are a range of antihistamine creams and local anaesthetics that can provide relief.

• Enjoying the Food and Drink of Life:
  Finally, remember alcohol dehydrates you, so make sure you drink enough water. If you are suffering the consequences of too much food and drink, there are a number of remedies at hand to help you through your recovery. There are a number of indigestion remedies that work in different ways. Some contain ingredients that work by neutralising the acid (antacids), others stop the stomach from producing too much acid (acid reducers), stop acid rising up from the stomach (alginates), release trapped wind in the stomach (antiflatulents) or help the stomach get back its normal movement (motility restorers). Some remedies contain a mixture of these ingredients. Ask your pharmacist to get the remedy that is most suitable for you. Treat your hangover with a pain relief product such as ibuprofen, paracetamol or aspirin and drink plenty fluids to ensure you re-hydrate yourself.

For further information please contact:

For further information please call Nicky Smith on 07867 513 361 (0207 761 1714) or Tina Barratt on 07903 454 329 (0207 761 1625).