THIS is the consumer society gone crackers. Cat poorly? Too tired to drive? Want directions to the nearest tobacconist?

Just dial 999.

Those people who call the ambulance service with petty complaints and bizarre queries are more than mere idiots. They are lazy, selfish, flabby-minded fools who rate their own passing trifles above the lives of others.

And there are a lot of them about. One in four calls made to Tees, East and North Yorkshire Ambulance Service (TENYAS) is unnecessary.

Ambulance staff must be infuriated that their efforts to save lives are put at risk by people who want to know where they left their handbag, or how to make a cold drink.

In a culture where the consumer is king too many people expect others to instantly sort out their problems for them.

Today TENYAS sought to contain the problem at their busiest time, Christmas. It is distributing hundreds of posters which remind people how an unnecessary 999 call could cost a patient their life.

A similar campaign was launched this time last year. Perhaps stronger measures are now necessary.

Fire hoax calls dropped in North Yorkshire after new powers were used to cut off malicious callers' mobile phones.

Perhaps it is time to take similar action against the time-wasters who pester our ambulance crews.

Updated: 10:21 Tuesday, December 07, 2004