Three friends holidaying in Norfolk were hoping for some bracing sea air today, but they were all left disappointed.
Our region is one of the worst-affected by "very high" levels of air pollution today, with much of the East stuck under a cloud of smog.
Asthma sufferers could be at an increased risk of an attack today due to "very high" pollution levels. But how can you stay safe?
Record levels of pollution have continued to affect the region.
This morning the Met Office issued an air quality warning, and today the East has suffered some of the worst conditions in the country.
A combination of factors, including dust from the Sahara desert and emissions blown in from Europe is being blamed.
Norwich was among the cities covered in smog this morning as health experts warn those with heart and lung conditions, including asthma, to avoid strenuous activity outdoors.
People suffering symptoms of pollution - including sore eyes, coughs and sore throats - should also cut down the amount they do outside, experts said.
The latest air quality forecast from the Met Office is predicting that very high pollution levels will continue through Thursday in the Anglia region.
It had been forecast that pollution levels would drop but that prediction has now been reversed and it is expected pollution will be worse.
Pollution levels have already reached level 9 (high) in the South East, Greater London and Eastern England, the Department for Environment, Food and Rural Affairs (Defra) has reported on its website.
Defra ranks air pollution from one to 10, with one being the lowest and 10 the highest.
Air quality monitoring stations across the UK measure particles of dust in the air that can be breathed into the lungs.
ITV News Correspondent Rupert Evelyn visited a monitoring station in King's Lynn in Norfolk:
Health manager Dave Robson of King's Lynn and West Norfolk Council told ITV News the levels at the local station were "above what we'd normally see".
Saharan sand and dust blown over from Africa has added to Britain's pollution problems this week. It has been captured in a Met Office satellite sequence.
The Met Office says Saharan dust is lifted by strong winds and can reach very high altitudes; from there it can be transported worldwide by winds, covering distances of thousands of miles. The dust gets caught in rain droplets in clouds, falling to the ground in rain.
Paul Hutcheon from the Met Office said “We usually see this happen several times a year when big dust storms in the Sahara coincide with southerly winds to bring that dust here. More dust rain is possible during showers expected this week.”
The Healthy Air campaign warns the high pollution levels affecting parts of the UK are "extremely dangerous" and pose "health risks".
Maria Arnold told Daybreak:"It can increase risks of heart attacks, strokes and asthma attacks, so it's something people need to be aware of."