The NHS and Asda have teamed up to provide vital advice on millions of toothpaste tubes and mouthwash bottles encouraging people to contact their GP or dentist if they notice any potential symptoms of mouth cancer.
From this month (July), Asda's own brand of oral hygiene products will now feature NHS advice in over 500 Asda stores across the country and online - with 127 stores located across the south east. The guidance will be clearly displayed on the packaging, along with a link to more detailed information about mouth and throat cancer on the NHS website.
The aim of the partnership is to raise awareness of symptoms that could indicate cancer, such as an ulcer that lasts for three weeks or more, and encourage people to contact their GP or dental practice and get checked as early as possible.
President of the Mouth Cancer Foundation and oral maxillofacial surgeon, Mahesh Kumar said: “Early detection is key in the fight against mouth cancers to save and improve lives. Any cancer caught early usually incurs a less invasive treatment plan. It is incredibly important to raise awareness of the signs and symptoms among the general public.
“The NHS advice on oral hygiene products will go a long way to highlighting the importance of looking after our oral health and acting sooner when something out of the ordinary is discovered.”
Symptoms of mouth cancer also include a white or red patch in the mouth that does not heal within three weeks, a lump or swelling in the mouth, jaw, or neck that lasts for more than three weeks, and difficulty swallowing, chewing, or moving the jaw or tongue.
Numbness in the tongue or other areas of the mouth, a sensation of something being stuck in the throat, a chronic sore throat or hoarseness that persists for more than six weeks, and unexplained loosening of teeth can also be possible signs of cancer.
Incidence of head and neck cancers has surged by over 60% in recent decades, with developed countries experiencing the largest increase in oropharynx cancer, which has one of the poorest 5-year survival rates.
Figures from the Mouth Cancer Foundation show that it is the eighth most common type of cancer in the UK, with over 11,700 new cases diagnosed annually. The disease is twice as common in men as in women, and nearly eight in ten cases (78%) occur in individuals over the age of 55.
Sam Dickson, Asda vice president for Commercial Strategy, Operations & Own Brand, said: “We’re proud to launch this collaboration with the NHS by putting mouth and throat cancer awareness on our own brand oral hygiene products including mouthwash and toothpaste.
“Asda sells over 2 million of these everyday items each year, so making this small change to our packaging means we can make a big difference in encouraging shoppers to be more aware and to highlight what they should do if they find any new or unexplained changes.”
The new NHS partnership was launched on World Head and Neck Cancer Day (27 July) and comes as the health service continues to urge young people to consent to having the HPV vaccine, which can help reduce the risk of cancers caused by HPV including mouth cancer.
The vaccine is offered on the NHS to all children aged 12 to 13 (school year 8) and is also available for free on the NHS for all girls and women under 25 and boys born after 1 September 2006.
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The mouthwash and toothpaste products featuring the NHS advice will be in more than 500 Asda stores across the UK and online which includes 127 stores located in the south east.
As there are a range of different stores - from Asda Express and Asda Living through to Asda Superstores - some will stock different lines from the range of seven products.
Store locations can be found on the Asda website