A third of Britons are so embarrassed by the prospect of discussing contraception with a new partner that it puts them off using a condom at all, research has found.
Despite this lax attitude to the use of contraception, a third of the 2,169 adults admitted that they regretted not using a condom in the past.
Anne Weyman, chief executive of the Family Planning Association (FPA), which conducted the research, said that we need to ask why talking about condoms is still embarrassing, despite the fact that sex is so widely portrayed in British culture.
The National Institute for Health and Clinical Excellence (Nice) recently produced new guidelines on how to prevent the spread of sexually transmitted infections and tackle the number of under-18 pregnancies.
However, Ms Weyman has called for people in their 30s, 40s and 50s to be targeted with safer sex campaigns, describing 30-somethings as "a forgotten generation".
"They received little sex and relationships education at school but grew up in an increasingly sexualised society," she explained.
"It's not surprising that people can feel it's easier not to use a condom than put themselves through the torture of talking about a subject they feel deeply uncomfortable about."
What's better? Private or NHS healthcare?