Current issues

Data must be communicated clearly to the wider public for it to be acted upon. The report comments how, currently, public awareness of air quality is inhibited by a lack of accessibility, the unsuitability of some information that is shared, and a lack of understanding of the impact of poor air quality. These three key themes are further examined in the report.

Accessibility

The accessibility of air quality information review found that:

The mobile-based air quality alert systems that currently exist report a low level of subscribers, indicating a lack of uptake.
Poor user experience is reported with current alert systems; the information that is available is not accessible to non-specialists due to the difficulty of its utilisation and its non-user-friendly formatting.
As current systems require opt-ins and sign-ups, barriers to entry and engagement are possible within the most targeted groups.
Existing air quality information sources do not cater to the public in the way the information is communicated; high levels of data analysis and scientific knowledge are often required.
Digitally excluded groups, which often include those most vulnerable to poor air quality, are currently unable to benefit from current air quality education.
Current school curricula coverage of air quality’s causes and health effects is limited, inhibiting core knowledge.
The forms of communication are currently limited to only the English language and can be difficult to understand due to complex scientific terminology.
A lack of signposting from healthcare professionals for those with underlying health conditions limits their awareness of the impact of poor air quality on their health.

Appropriateness

In assessing the suitability of the data, the review determined:

County- and regional-specific data are valuable for broad oversights, but more behavioural changes may be possible if air pollution forecasts focus on more local regions.
Health advice has progressed since the last DAQI review, so government-communicated clinical advice and management requires updating in some cases.
The health advice paired with air pollution warnings is often too general and may cause unnecessary actions or caution – more specific advice would avoid inadvertent long-term harms and help communicate the risks associated with poor air quality.
Inconsistent messaging and media reports of severe air pollution occurrences can impede trust.
Current systems only present air pollution as a short-term hazard due to the way it is reported; long-term risks (such as annual exposure) are not communicated even though these are hazardous to health.
At-risk individuals are given advice on how to change their behaviour through current pollution alert systems, but there is no public communication related to these alerts which educates the wider population on ways to reduce their polluting activities (although this is achieved through other, unrelated communications and campaigns).

Impact

The review also assessed the impact of current systems and communication methods, concluding:

There is a lack of evidence of behaviour change with the current systems.
Central and local government may not be the most suitable messenger for communicating air quality information, and wider dissemination may not be impactful and result in meaningful change if the messenger is not appropriate.
Inconsistency in messaging lessens the impact of air quality education, such as only communicating short-term data but omitting long-term exposure trends, resulting in confusion and a lack of understanding.
Technical jargon and data-heavy information that becomes unrelatable greatly reduces engagement and impact.

Recommendations

The report concludes with eleven recommendations, split up across five categories.

Principles

1. Air quality information providers should take an outcome-based approach to communicating air quality information, risk, and potential action

The intended outcomes of air quality information should be considered – whether it is behaviour change, increased awareness and education, or government action. A wide range of experts (such as academic, health, communication, and charity) should be consulted so practical, actionable advice can be provided.

2. Air quality information should be accessible and recognisable, with consistent, expert-backed advice.

Information should be understandable, jargon-free, accessible across a variety of mediums, and not contradict itself. This will help improve public understanding of pollutants, their health impacts (especially to at-risk individuals), and educate the public on ways they can improve their local air quality.

3. Any additional benefits of improved air quality should also be communicated.

This can include environmental, personal, and societal benefits, such as:

Health benefits for the public and for at-risk groups
Environmental benefits from improved behaviours
Wellbeing and mental health benefits from nature recovery
Additional indoor air quality improvements
Actions taken by national and local government, public bodies, and industries that improve air quality
Easy-to-understand benefits for the NHS due to the reduced burden

Communications

4. Develop a communications strategy which demonstrates the actions government and other public bodies are taking, and the actions individuals can take to raise awareness of poor air quality.

The communications strategy should include:

Materials at both a local and a national level
Tailored communications for at-risk groups and their carers, as necessary
Information available for groups that are often excluded, such as non-digital and seldom online audiences
Communications designed for specific settings and locations (such as schools and areas that frequently experience high levels of air pollution), educating the public on the dangers and how they can act to reduce air pollution in their local area
Work with relevant groups (such as non-governmental organisations, industry professionals, community groups, and local authorities)
The effective use of existing platforms (social media, public health TV, radio advertisements, and TV weather reports)
Appropriately used research findings

Education

5. Upskill health care professionals to provide them with the knowledge and skills to provide appropriate, actionable health advice to the public and at-risk individuals.

This can be achieved through working with the appropriate professional bodies and continuing professional development. Keeping health care professionals up to date on the impacts of air pollution on certain groups (such as those with asthma) and informing them on ways to encourage action will enable proactive care.

6. Air quality information taught in schools should be strengthened.

This should include the sources, impacts, and actions individuals can take to help reduce air pollution.

7. Review suitable existing material that can be used by organisations to communicate air quality information.

Any new resources should be endorsed by trusted messengers which are appropriate for each stakeholder group.

Indices and advice

8. Keep the DAQI and relevant advice up to date with the latest scientific evidence.

This advice should improve the understanding of short-term exposure whilst also providing advice on how to reduce air pollution. Separate behavioural advice should still be provided for at-risk groups, and the DAQI should undergo regular updates, maintaining an informative, easy-to-understand approach.

9. Develop a statement appropriate for the public regarding the long-term impacts of poor air quality.

By communicating the impacts of long-term exposure, short-term effects can be understood too. Educating the public on how certain groups may have less ways to reduce their exposure will also highlight the impacts of long-term exposure.

10. Review, update, and expand the existing alerts system

An alert system must be underpinned by strong public foundational knowledge, with at-risk groups also understanding how poor air quality directly impacts them. Investing in the DAQI means that the same key should be used in these alerts to avoid confusion, and the actions or advice should be feasibly achievable for the public. Much can be learnt from existing systems such as the Greater London Authority air quality alerts.

Review and evaluation

11. Emerging evidence and advice from expert groups should continue to influence air quality information and advice, and any changes that occur should be implemented.

Regularly reviewing the performance of new communications and implementing any findings from future research will ensure advice and approaches stay up to date. International research and systems can also be utilised to fit the UK’s needs, and the UK should also share its research to ensure efforts are not unnecessarily duplicated.