RESIDENTS are being urged to check their ears after warnings that "selective hearing" may indicate genuine hearing loss.

A study by Scrivens Opticians & Hearing Care found that seven in 10 people believe their partner has selective hearing, meaning they conveniently don't hear them when it suits.

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

Sandra Way, manager of the Scrivens branch on Market Place, Blandford Forum, said: "We can all enjoy a joke about selective hearing but it’s no laughing matter if it is a sign of hearing loss. Left ignored, the condition can lead to isolation and depression."

She added: "The changes in our hearing are often subtle and happen over time, making it hard to notice the impact it’s having on our lives and those around us. That’s why regular hearing checks are so important and the earlier we can seek help the better."

Scrivens is now calling for people to have their ears tested at a local branch or take the online Hearing Check Challenge at www.scrivens/com/hearing/online-hearing-test/.