You can blame Cameron who scrapped NHS Direct - that used Nurses to answer calls - for his 111 service which, in many cases, uses unqualified call handlers who have sent Ambulances for ....

Our inquiries to ambulance crews across the country have revealed shocking cases of inappropriate emergency referrals by 111 call handlers.
http://www.express.co.uk/life-style/...re-emergencies

and

http://www.express.co.uk/news/uk/550...elpline-blamed

people with coughs and colds do go to A & E but they would have to get past the receptionist, then past the Nurse who might tell them to go and see their GP or go to the out of hours surgery and if they did get to see a doctor and it wasn't an emergency they would be sent on their way pretty quickly, but if it's a young child that will probably be a different matter.