Monday 13 July, 2026
During the Quarter Final match against Norway on Saturday night, England midfielder Declan Rice played 45 minutes in 33+ degree heat while still recovering from a virus. While his commitment was widely praised by fans, it also raised concerns for those living with post-viral illness and Myalgic Encephalomyelitis (M.E.).
The moment highlighted a critical failure in UK public health communication, particularly in the Chief Medical Officer’s physical activity guidance, which was published on Friday. The guidance encourages staying active, but does not include clear caveats about post-viral instability, risk, or Post-Exertional Malaise (PEM). This omission leaves the public with incomplete and potentially harmful advice.
Sally Callow, Founder of social enterprise ME Foggy Dog, states that viruses do not discriminate and can affect anyone, regardless of age, gender, race, or fitness level. Callow emphasizes the importance of rest in recovery and urges for clear messaging to be communicated to the public.
Contrary to popular belief, physical fitness does not protect against post-viral illness. Many people in the UK have developed M.E. after “pushing through” viral infections, unaware of the risks. The absence of clear caveats in public health advice has led to harm and preventable disability.
Many individuals living with M.E. were unaware of the risks of exertion during or after viral infection and did not realize that everyday activities can count as exertion. They followed the general public health advice to stay active, not knowing that it could worsen their condition.
These stories are not isolated incidents, but rather representative of the wider M.E. community. This community has been consistently harmed by the lack of clear public health messaging and the cultural pressure to stay active at all costs.
The UK’s Chief Medical Officer’s physical activity guidance promotes movement and activity, but without any caveats about post-viral illness, PEM, or the risks of exertion during recovery. This omission leaves the public vulnerable.
It is estimated that 1.3 million people in the UK meet the diagnostic criteria for M.E., and every one of them experiences Post-Exertional Malaise. However, many remain unaware of what PEM is or how it affects them because their GPs have never explained it.
In light of this, a national public health campaign is urgently needed. This campaign must explain post-viral illness and PEM in simple terms, emphasize the benefits of rest, teach people to recognize early warning signs, challenge harmful cultural narratives about “pushing through,” and ensure that healthcare professionals and the public understand the long-term harm that can be caused by overexertion.
Furthermore, this campaign must reach undiagnosed individuals who are currently invisible to the system and at the greatest risk. It must be as visible and culturally embedded as Victorian-era rest messaging because the stakes are just as high.
When a national hero plays through illness in extreme heat, it may be seen as a display of strength. However, for those at risk of post-viral illness, it models behavior that can lead to permanent disability. It is time for a public health messaging overhaul in the UK, one that prioritizes the protection of individuals, prevents avoidable disability, and ensures that no one loses their health simply because they were never told to rest.
For further information or interviews, please contact Sally Callow, Founder of ME Foggy Dog (social enterprise) at sally@mefoggydog.org or visit www.mefoggydog.org.
