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Feelings of guilt could be preventing some alcohol addicts from seeking the help they need, a leading charity claims.
Don Shenker, the chief executive of Alcohol Concern, says the stigma around the condition is "certainly not helping" deal with the problem.
Commenting on statistics produced as part of the Know Your Limits campaign, he says one of the key areas of concern is people downplaying their level of drinking.
The study found 39 per cent of high-risk drinkers hide their alcohol addiction from doctors by understating the quantity they consume.
One in five admit they deceive themselves about the level they drink, with 12 per cent and 13 per cent lying to partners and friends respectively.
Mr Shenker claims those who conceal the extent to which they drink are missing the opportunity of receiving advice on alcohol addiction from medical experts.
"This crucial opportunity to spot and prevent excessive drinking escalating further is missed," he asserts.
A survey conducted by the NHS last year revealed 71 per cent of Brits do not know what the government's alcohol consumption guidelines are and 31 per cent have not encountered them at all.
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