Recent data suggest that 339M people globally have asthma, resulting in 425,000 deaths annually, many of which would be preventable with access to medication and appropriate healthcare. Even in countries with high standards of living, well established healthcare systems, and proper medication availability, unnecessary deaths still occur. In fact, a recent report suggests that around twothirds of asthma deaths are preventable in the UK. Although several factors contribute to a failure to manage treatment effectively, Iain Simpson at Phillips-Medisize states why failure to take medication as prescribed is a key issue.