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Jess’s Rule: The New NHS Guideline Every Family Should Know
Wednesday 24th September 2025
When something does not feel right with your health, being heard can make all the difference. A new NHS guideline, known as Jess’s Rule, has been created to help stop symptoms being overlooked and it could save lives.
Jessica’s Story
Jess Brady was just 27 when she died from advanced cancer in December 2020. A talented young engineer, she was fit and healthy before the pandemic. But over five months, her health changed dramatically:
-Unexplained weight loss
-Night sweats
-Constant fatigue
-Persistent cough
-Swollen lymph nodes
Jess went to her GP more than 20 times. She saw six different doctors and even had face-to-face appointments. Each time, her symptoms were put down to long Covid. She was told she was “too young for cancer.”
By the time her family managed to get her seen privately, Jess was diagnosed with stage 4 adenocarcinoma. Just three weeks later, she died.
Her mum, Andrea, recalls: “Her body was failing her. Because of her age, no one thought something serious could be wrong.”
Jess’s family have since campaigned to make sure no one else is dismissed in the same way.
What Is Jess’s Rule?
Jess’s Rule is not a law. It is a safety net that asks GPs to follow a “three strikes and rethink” approach.
If a patient sees their GP three times with the same symptoms and:
-There is still no clear diagnosis
-Symptoms are getting worse
-The treatment plan is not working
Then the GP should take further action. This could mean:
-Bringing the patient in for a face-to-face check
-Ordering extra tests
-Asking a colleague for a second opinion
-Referring to a specialist
Why It Matters
Certain groups are more likely to face delays in diagnosis:
-Young people, who are often told they are “too young” for serious illness
-People from minority backgrounds, whose symptoms may not look like the “typical” presentation doctors are used to seeing
The Royal College of General Practitioners acknowledges that cancers and other serious illnesses can be hard to spot in primary care, as symptoms often mimic minor conditions. Jess’s Rule encourages GPs to step back and reconsider when red flags keep appearing.
What Patients and Families Can Do
If you are unwell and not getting better:
-Keep returning to your GP and do not feel you are wasting their time
-Write down symptoms, dates, and how they affect daily life
-Ask questions if something does not feel right
-Remember: you know your body best
As a family member:
-Go to appointments with your loved one if they want support
-Help keep a record of symptoms and changes
-Trust your instincts and push for answers if things do not add up
A Lasting Legacy
Health Secretary Wes Streeting called Jess’s death “a preventable tragedy” and said Jess’s Rule will help doctors “catch potentially deadly illnesses.”
Her family have worked with the Royal College of GPs to create resources on early cancer diagnosis in younger adults. Andrea says: “Jess knew her delayed diagnosis left her with no options. She wanted to make sure it did not happen to anyone else.”
Moving Forward
Jess’s Rule is a powerful reminder that persistent symptoms deserve persistent attention. Age, background, or assumptions should never stand in the way of a proper investigation.
It will now become standard practice across England, but patients and families also have a role to play in speaking up and keeping track.
If you are worried about ongoing symptoms, contact your GP. You have the right to be listened to, taken seriously, and cared for properly. And if you feel you need extra support, Your Care can be there alongside you, whether that means accompanying you to appointments, helping explain symptoms, or simply being an extra ear to make sure everything is understood. Sometimes that little bit of ongoing support makes all the difference. Call us on 0117 947 7422 if you think we could help you or your loved one.
Sources: BBC News, Royal College of General Practitioners, Department of Health and Social Care