This message comes as a survey reveals that the recession could make some workplaces more dangerous - more than 25 per cent of businesses say they face pressure to cut spending on health and safety.
The survey also showed that almost half of Britain's workers know someone who has been injured at work or been made ill by their job.
While HSE's efforts are concentrated on clamping down on dangerous workplaces, the survey highlighted myths that still exist, with East Midlands employees wrongly believing that HSE bans wearing flip-flops at work (30 per cent) and bans children from playing conkers (26 per cent).
In 2007/8, in the East Midlands region, there were 14 deaths and 2,225 reported major injuries to employees plus a further 9,129 injuries keeping employees away from work for more than 3 days
HSE's new five-year strategy sets out how employees and employers should work together to minimise risks while maintaining business competitiveness.
The strategy was launched by the Secretary of State for Work and Pensions James Purnell and the Chair of HSE, Judith Hackitt, alongside representatives from the Trade Union Congress and the Local Government Association.
HSE Regional Director for the Midlands, Nick Ratty, said:
"For businesses in the East Midlands to consider cutting spending on health and safety is not only potentially dangerous but could ultimately have a huge negative financial impact on a company.
"Nearly eight out of 10 business leaders acknowledged that good health and safety standards are beneficial, with the cost of preventing accidents almost always less than the disastrous costs of an accident in both financial and human terms.
"It is not only the possibility of a substantial fine for breaching health and safety legislation that should make employers assess significant risks and act accordingly but also the potential loss of life or future quality of life for an employee and their dependents.
"In some industry sectors a poor health and safety record may have to be declared on tender documents - resulting in contracts being awarded to companies with a good record.
"The survey clearly shows that both employers and workers alike overwhelmingly recognise that providing a safe workplace makes sound commercial sense and 65 per cent of employees said that good health and safety practices made them feel valued."
The new strategy sets out how:
- Healthy and safe work places are productive workplaces;
- The most effective way to improve health and safety is for senior management to show leadership;
- Sceptics perpetuate myths that trivialise the personal tragedies of others;
- A common sense approach to health and safety should be adopted by managers;
- HSE is making more than £1million of its publications available to download free and launching a new website on how businesses can improve their safety.
Chair of HSE Judith Hackitt said:
"The HSE is not, and never will be, 'the fun police'. Our new strategy shows the way towards a common sense attitude to health and safety. As regulators, our approach to businesses will be proportionate to the risk they present and their approach to managing it. We are calling on employers and business owners to take the lead themselves in preventing the thousands of deaths every year which are caused by work - it is their moral and legal duty and it is good for the business."
As part of the strategy launch, HSE is asking stakeholders to sign an online pledge including agreeing to playing their part in reducing the number of work related deaths.
