Recent Advertorials in "Allergy Free" and "Good For You" two magazines concerned with health issues have been funded by the Carpet Foundation and take an aggressive stance over the question of dustmites and asthma. The double page spreads promote carpet as the healthy flooring option by emphasising the advantages offered by carpet in terms of energy savings, noise, safety and its contribution to a healthy living environment. Attention is drawn to the fact that dustmites, thought to trigger asthma attacks, do not thrive in carpet as the temperature and humidity rarely reaches the levels needed for the mites to flourish.

The Foundation is also looking at other initiatives to help consumers who have taken up their carpet and seen no health benefit following the misleading advice given by so called "healthy flooring" groups financed from Sweden.