Over-the-counter heartburn medication to warn, "see a GP if symptoms persist."

The UK has the highest reported incidence in the world of oesophageal adenocarcinoma (OAC), a disease heavily associated with persistent and severe reflux and the precursor condition Barrett’s Oesophagus, that kills 7,700 people each year. Many people who develop OAC have been self-medicating on over-the-counter medication for years before their cancer diagnosis. Diagnosing, monitoring and treating Barrett’s Oesophagus is a key strategy for reducing the incidence of this cancer.