I'm sorry to appear pedantic but the new advice relates solely to 'chronic primary pain' and not just to 'chronic pain' (as in Davebro's post).
'Chronic primary pain' is recognised as
a disease in its own right by the latest edition of the International Classification of Diseases (ICD-11), being characterised by significant emotional distress and functional disability and where the pain isn't a symptom of another condition.
Chronic primary pain is totally separate to chronic secondary pain (where the pain is a symptom of, say, cancer), which the new guidance does NOT relate to.
Specialist NHS pain clinics already use psychological therapies, alongside things like exercise regimes, to help people cope with long-term pain (
https://www.nhs.uk/live-well/healthy-body/how-to-get-nhs-help-for-your-pain ), so the new guidance from NICE is only building upon what already exists and is known to work.