FSA launches SMS allergy alerts

Wednesday 21 March 2007

Ref: 2007/0677

The Food Standards Agency is today launching its free Allergy SMS Text Message Service. This will alert people with a food allergy, who have signed up to the service, with an immediate notification that a product may be of risk to them.

This service has been devised in response to the number of product withdrawals and recalls the Agency manages. On average, the Agency issues advice relevant to people with allergies once a week. Each year, there are between five and 15 fatalities associated with food allergies.

Sue Hattersley, Head of the Food Allergy Branch at the FSA, says: 'This SMS service ensures that people with food allergies get vital information wherever they are as soon as possible. This new scheme is an efficient way of reaching people whose health could be at risk due to allergens such as peanuts, other nuts, milk or shellfish ingredients used in products that are not properly labelled.'

Subscribers to the service will receive fast, accurate information as soon as it becomes available highlighting the allergen, the product and where to obtain further details. This supplements information that is routinely published on this website and through email updates.

To sign up to this free service, simply send the text message �START ALLERGY� to 62372. Texting �STOP ALLERGY� unsubscribes you. This initial text will be charged at your network provider's rate.