Health chiefs in Luton have launched a campaign this week to discourage people from taking antibiotics unless absolutely necessary.

Overuse of antibiotics means the drugs may become less effective in the future, and NHS Luton says people should not expect them to be prescribed for coughs, flu, tonsilitis or ear infections. The organisation says that even swine flu is not treated with antibiotics unless complications develop.

Richard Jones, head of medicines management for NHS Luton, wants people to visit their local pharmacy before going to their GP for advice.

He said: "Many people visit their doctor every year because of respiratory infections like tonsillitis or bronchitis and many parents take their children with ear infections. They often expect antibiotics to be prescribed believing they will cure the infection.

"Actually the majority of these infections don't need antibiotics but the problem is that if someone takes an antibiotic and gets better they believe that it is the antibiotic that has been the cure.

"This is not normally the case, as they would have got better just as quickly anyway without using the antibiotic, as our own body fights the infection."

NHS Luton says people may be concerned at how long it takes them to recover from an illness, and often underestimate how long it really takes to get better.

It says the average length of common illnesses is usually four days for an ear infection, a week for an acute sore throat or tonsilitis, a week and a half for a common cold, two and a half weeks for acute sinusitis, and three weeks for an acute cough or bronchitis.

Mr Jones added: "Often the best treatment for common illnesses and infections is to take paracetamol or ibuprofen to relieve the symptoms, along with rest."