Woman gave birth before flu death !

The NHS has been deluged with calls and demands for consultations

A 39-year-old woman gave birth shortly before dying with swine flu, the BBC understands.

The mother died in London's Whipps Cross Hospital on 13 July. A baby under six months old is also among the latest victims.

Both are thought to have had underlying health conditions.

So far 29 people have died in the UK - 26 in England and three in Scotland - with 55,000 new cases in the past week alone.

Meanwhile, doctors have criticised the government for not doing enough to reassure people.

British Medical Association GP leader Dr Laurence Buckman said people were "scared stiff" when they did not need to be.

Dr Buckman said swine flu for most was a nasty but relatively mild illness, however he said people were panicking and swamping doctors with calls.

Graphic: Rates of flu-like illness in the UK

The government has been forced to launch the National Pandemic Flu Service in England after a surge in requests for information and consultations in the NHS.

THE AT RISK GROUPS People with lung disease People with heart disease People with kidney disease People with diabetes Those with immunosuppression problems either because of treatment or disease Patients who have had drug treatment for asthma Pregnant women Children under five

The web and phone service, which will be able to dispense anti-flu drugs will go live by the end of next week.

It will not cover Scotland, Wales and Northern Ireland as demand for services is not as high there, but they will be able to opt in if they need to.

Ministers said it should relieve the pressure on the NHS in England.

Every region of England has seen a dramatic rise in demand over the last seven days with all areas except Yorkshire and the Humber reporting "exceptional" levels of activity.

GPs have been particularly hard hit with the weekly flu consultation rates now above winter levels with some surgeries seeing demand at twice and even three times the epidemic level.

But Dr Buckman said: "The problem is that we have 60m people who are scared stiff. Certainly there is a risk, but for most people it is the fear rather than a reality.

"The mortality rate is pretty similar to seasonal flu, although it is hitting younger age groups. For most it will be a nasty, but relatively mild illness.

"But we are getting so much information that people are getting worried.

"The risk is that people who are ill do not get through and that includes people who have not got the flu, but have diabetes, heart disease or asthma. That would be disastrous."

Dr Buckman said he was not suggesting the government should not be open with the data, but that officials should be stressing the mild nature of the illness more.

But he also said the media had a responsibility to handle information responsibly. "Some of the newspaper headlines have not helped."

A Department of Health spokesman said: "The chief medical officer has consistently reiterated that it is a mild illness for many. He has said that every single time.

"We have tried to be open and honest and put it in context all the time we have given information."

AREAS WITH HIGHEST WEEKLY DEMAND FOR GPS Tower Hamlets - 759 flu consultations per 100,000 City and Hackney - 392 Islington - 306 Newham - 293 Luton - 272 Epidemic levels are classed as 200

Meanwhile, NHS London also sought to reassure people about the most recent deaths.

As well as the baby who died at the Royal Free Hospital and the 39-year-old mother, a 70-year-old man died at Royal London Hospital as well as another patient at St Thomas' Hospital.

Dr Simon Tanner, regional director of public health at NHS London, said: "We would like to extend our deepest sympathies to each of the families affected at this very difficult time.

"It is also important that these deaths be kept in perspective.

"All four had underlying health conditions and these upsetting cases should be kept in context with the many people who have had swine flu and recovered just a few days after experiencing a mild illness."

BBC NEWS REPORT.

The etiquette of swine flu!

All very well, but what do you tell friends?

As the number of UK swine flu cases rise, a whole host of social questions arises if a person is infected. When exposed to the virus, you may find yourself temporarily shunned by friends and family, says the BBC's Bella Hurrell, whose five-year-old daughter recently had the virus. How should you behave?

Medical advice can be pretty confused as health authorities adjust their containment policy on the hoof in a frantic attempt to stop the spread of the virus.

One minute you can find yourself being told it's fine to carry on as normal, only to be advised a short time later by someone else that you shouldn't be setting foot outside your house.

Here are some of the dilemmas you may face if you find yourself exposed to swine flu.

HOW TO GREET A FRIEND WHO DOESN'T KNOW

People are scared of this virus, probably more scared than they would be if you said you had TB, but maybe not quite as worried as they would be if you said you had Ebola.

If you meet a friend in the street, a clear announcement is best, before your acquaintance gets too close. It's a great opportunity to avoid any awkward continental cheek-kissing.

Do be prepared for people to take a step back and suddenly remember an urgent appointment elsewhere.

If you have had the virus and your friend stays around long enough to ask: "But how are you?" the correct response is a small sigh, a martyrish smile and: "Well, through the worst..."

SHOULD YOU GO TO WORK?

Having a child with swine flu, or even getting it yourself, is currently the perfect excuse for a leisurely week or two off work, no questions asked.

Once through the initial illness, which if you are very lucky may just be a couple of days of feeling a bit feverish, the days stretch ahead in a sunshiny haze.

For the childless that may mean a festival of homemade lattes and catching up with holiday reading but for those with children who have been forced into a netherworld of exclusion from school and playgrounds, the time can be a little more fraught.

Medical advice can vary wildly depending on whether you are speaking to the Health Protection Agency, a flu centre, your GP or some other vaguely medical person who doesn't really have that much idea, but will try to be helpful anyway.

So despite Health Protection Agency (HPA) guidelines which state that if you have no symptoms you can carry on as normal, others may advise if you have been exposed that you take the antiviral Tamiflu and stay off work for up to 10 days, just to be on the safe side. So, the choice is yours.

SHOULD YOU GO SHOPPING?

It would be madness to trek to the shops if there is the remotest chance that you or your child is contagious, wouldn't it?

However, being trapped in the house with no interesting food and apparently healthy children who are trying to pull each other's ears off is no fun and a trip to a supermarket can seem like an exciting adventure. After all, who is going to know?

Well, there is some anecdotal evidence that at least one shop in the Midlands, where swine flu has been most acute, took to banning shoppers with swine flu, though how this would work in practice is a bit unclear.

The HPA says that if you have no symptoms you pose no risk to fellow shoppers, but this advice is complicated by the fact that it is possible to be contagious for up to 24 hours before the onset of symptoms.

So just remember, if you do choose to go to the shops, try to prevent panic by not mentioning the S-word in public or popping your Tamiflu in the produce aisle.

SHOULD YOU GO TO THAT PARTY/BBQ/WEDDING?

Potentially infecting people you don't know is one thing, but possibly infecting those you do seems like another.

The HPA advises that if you no longer have symptoms then it is unlikely you are still contagious.

Symptoms can last up to seven days after the onset of the illness in adults and a day or two longer for children.

So theoretically there is no reason why you can't socialise if you feel fine, but fear is never rational, and your friends may not feel quite so confident in your recovery.

Even if you or your family members are no longer symptomatic, you may want to consider that good manners should prevent you from ruining a social gathering by turning up like Typhoid Mary.

And finally, although no-one really knows for sure, if you haven't developed any symptoms a week after close contact with a person infected by the virus it is likely you are completely in the clear. At least, for now.

BBC NEWS REPORT.