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© Paul Grover Advertising will no longer state that the drugs are remedies for things like coughs and colds and only that they are acute and moderate pain
Over-the-counter painkillers taken by millions can cause addiction in just three days, the Government's drug watchdog has said.

The pills, which contain codeine, include brand names such as Nurofen Plus and Solpadeine Plus. They are sold without prescription and are routinely used to ease headaches, back problems and period pain.

Official figures show that tens of thousands of people have become dependent on the drugs, many accidentally, with women more likely to develop a habit.

Concern at the spread of what experts called the "hidden addiction", led to the Medicines and Healthcare products Regulatory Agency (MHRA) announcing a series of measures yesterday to tackle the problem.

The watchdog said that from next year all packets of the painkillers would carry a prominent label that read: "Can cause addiction. For three days use only".

The pills will only be available in a maximum of 32 per packet without a prescription, instead of up to 100, and warnings will be repeated on leaflets inside.

Advertising will no longer state that the drugs are remedies for ailments such as coughs and colds; only that they can relieve acute and moderate pain.

The move follows a report in July by MPs on the all-party parliamentary group on drug misuse which highlighted the danger of the drugs. Official estimates state that 32,000 people are addicted to the painkillers but the MPs said that this was just the "tip of the iceberg".

The drugs are particularly easy to abuse because they are available without a prescription, said experts. All contain codeine, an opiate related to heroin and morphine.

After enjoying initial relief from pain, patients can find themselves taking pills in increasing numbers to gain the same effect.

There are examples of addicts taking up to 70 pills a day, putting them at risk of seriously damaging their health with complications such as stomach bleeding, liver problems, gallstones and depression.

Users of codeine have said withdrawal symptoms include sweating, irritability, and nausea.

However, the addiction often goes unnoticed because taking such painkillers on a regular basis is socially acceptable. Doctors are often unaware of the problem and addicts are in many cases too embarrassed to seek help or struggle to get the support they need.

Dr Brian Iddon, the chairman of the parliamentary group when its report was published, said: "We are really pleased that the MHRA is now sitting up and taking notice. It is the hidden addiction, but it is affecting many, many more people than we think."

Dr Iddon pointed out that many people became addicted to the painkillers by accident.

"A sort of tolerance arises and you have to take more of the drugs to get the same effect," he said. "This is an addiction that is as bad as heroin and people can end up taking large amounts of these drugs every day because they are addicts."

About 27 million over-the-counter pills containing codeine are sold every year in a painkiller market worth £500 million. The internet has made it easier to buy supplies in bulk.

Mel Smith, the comedian, has previously spoken of how he became addicted to Nurofen Plus when battling gout.

He said he was taking up to 50 tablets a day - eight times the recommended dose. His dependence on the drugs caused stomach ulcers and he had to be treated in accident and emergency.

Although the MHRA's measures are essentially voluntary, they have been accepted by the drugs industry, the watchdog said.

Dr June Raine, from the agency, said that, taken correctly, painkillers containing codeine were largely effective and safe.

However, these products can be addictive and we are taking action to tackle this risk," she said.

"The MHRA is ensuring that people have clear information on codeine-containing medicines, on what they are to be used for and how to minimize the risk of addiction.

"Anyone who has concerns should speak to their pharmacist or a doctor."

Sheila Kelly, chief executive of the Proprietary Association of Great Britain, the industry body, said: "Safety is of paramount concern to the industry and manufacturers are fully supportive of this new package of measures for over-the-counter products containing codeine."

All members of the organization have agreed to the new rules, she added.

The National Pharmacy Association, the trade body for pharmacies, said that the move should increase awareness among those who may be unaware that the over-the-counter pills can be addictive.

John Turk, the chief executive of the association, said: "The warning 'can cause addiction', which will be displayed on the front of packs, should prompt consumers to talk to their pharmacist about what course of action would be most suitable for them and to heed advice given by pharmacists and their staff about how these medicines can be used safely."