The Department of Health and Social Care (DHSC) has announced the nationwide distribution of Jess’s Rule posters to all 6,170 GP practices in England from January 2026. The posters support a patient safety initiative that requires GPs to take a 'fresh eyes' approach when a patient has attended three times without a substantiated diagnosis or when symptoms have worsened, to reduce missed or delayed diagnoses of serious illness. Jess’s Rule was launched in September 2025 and is named in memory of Jessica Brady, who died from advanced cancer after repeated GP consultations without diagnosis. The initiative is intended to prompt clinicians to review assumptions, re-examine patient records and consider further examination, testing or referral at an earlier stage. The posters were co-designed by the Department, NHS England and Jessica Brady’s parents and are supported by a joint letter from the Health Secretary and NHS England’s National Medical Director. The rollout forms part of the government’s wider patient safety and primary care improvement programme and aligns with commitments in the 10 Year Health Plan to support GPs, improve access and reduce diagnostic delays, particularly for younger patients and people from ethnic minority backgrounds.