SELECTIVE hearing might be a common joke in some households, but it could point to genuine hearing loss.

People are being advised to take the hearing check challenge in November, which is Hearing awareness month, to see if they do need help.

A study by Scrivens Opticians and Hearing Care found seven in 10 Brits believe their partner has selective hearing and conveniently doesn’t hear them when it suits.

However, more than half of the 2,000 polled were also concerned their partners may have genuine hearing difficulties.

Four in 10 said their significant other became frustrated during social gatherings because they struggled to make out what was said, and a third revealed their partner had a tendency to withdraw from conversations because of this.

Hannah New, manager of Scrivens in Bromyard, said: “We can all enjoy a joke about selective hearing and whether men are more likely to display it than women.

“But it’s no laughing matter if it’s a sign of hearing loss. Left ignored, hearing loss can lead to isolation and depression and there is evidence of a link with dementia too.

“The changes in our hearing are often so subtle and happen over time, that it can be very hard for us to notice the impact it’s having on our lives and those around us.

“That’s why regular hearing checks are so important.”

The research considered different ways people displayed symptoms of hearing difficulties.

It found six in 10 said their other half had a tendency to watch TV or listen to the radio with the volume turned up high and a third said their partner frequently had to ask others to speak slower, louder and clearer.