Several widespread misunderstandings contribute to insufficient attention to chronic diseases.

The first myth is that chronic disease is a problem of richer countries. However, four out of five chronic disease deaths are in low to middle income countries.

Second is the notion that low and middle income countries should control infectious diseases before chronic diseases. The truth is that while combating infectious diseases, they are facing rapid increases in risk factors and deaths from chronic diseases, especially in urban settings, as well as injuries and violence, and alcohol and drug use epidemics.

Third is the myth that chronic diseases mainly affect the rich. However, except in the poorest countries, poor people are more likely than the wealthy to be affected, more likely to die, and face proportionately more financial burden from chronic disease.

Another myth is that chronic diseases are a problem of the elderly. However, almost half of chronic disease deaths occur in those <70years, and there is major concern about increasing obesity in childhood, and reports of diabetes in adolescents - previously unheard of - have begun to mount worldwide.

Yet another myth is that chronic diseases affect men more than women. However, chronic diseases, including heart disease, affect women and men almost equally. Heart disease is the largest cause of death in women.

A persistent myth is that people with NCDs are at fault and to be blamed because of their unhealthy lifestyles. However, individual responsibility, while important, only has full effect where people have equitable access to healthy choices. Poor people have limited choices about the food they eat, their working conditions and access to health care. Governments have a crucial role to play in improving health by altering the social and physical environment to help make the healthy choice the easy choice.

Yet others believe that chronic diseases cannot be prevented, or that they are too expensive. However, if the known risks are controlled, at least 80 per cent of heart disease, stroke and diabetes and 40 per cent of cancers are preventable, and a full range of cost-effective interventions are available for prevention and control.

Finally, two common myths are “my grandfather smoked and lived to 90 years”, and “everyone has to die of something”. These are really half-truths. While some people who smoke will live a normal lifespan, the majority will have their lives reduced in length and quality. And while everyone has to die, death does not need to be slow, painful or premature, as is so often the case with the chronic diseases.