“…Furthermore, Carol says, you can actually use your control pause to indicate whether you are allergic to a food. You take your CP, eat the food, and then take your CP again after 10 and 20 minutes. If it drops radically, you may be allergic. No need for an elimination diet. After taking the Buteyko training, I learned that I was allergic to apples. I’d eat an apple, and right away, I’d have trouble breathing. Even dried apples would do it. So, now I know to avoid apples.

The ideal diet, according to Dr. Buteyko, would make a vegan sound indulgent. Of course, no meat, no eggs, no dairy, not even youghurt. But also, no concentrated protein of any kind – no nuts, no soy. And, of course, no caffeine, no chocolate. Even for a vegetarian (which I am), this diet feels claustrophobic. Foods that decrease breathing include garlic, onions, cayenne, black pepper, ginger and horse radish. This is good to know, because with such a limited diet, you’ll need something spicy to distract you from the monotony. …”

Novel ‘diagnosis’ technique apart, the diet sounds extremely restrictive and likely to result in nutritional deficiencies. Food allergy in asthma needs proper, professional care.

Given the shortage of paediatric allergy specialists here in the UK and the long waiting times (in most areas) for access to a knowledgeable, properly qualified dietitian, such parents are prey to all kinds of anxieties and vulnerable to putting their very young children on ill-advised exclusion diets.

It’s a shame the ASA has no teeth to ensure no more repeat offences, but as you say, Teek, it is a moment to savour for people who believe in ‘truth in advertising’ or who object to the medicalisation of everyday life.