An optician and hearing specialist is urging people over 50 to have their hearing checked.

Scrivens Opticians & Hearing Care, based on Chipping Norton High Street, is calling on those in the age group to take action during Hearing Awareness Month in November.

The appeal comes after customer research revealed that a significant number of people surveyed believe their partner is selectively ‘tone deaf’ when asked to do tasks at home, with men being three times more 'tone deaf' than women.

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More than half of those surveyed admitted their partner regularly watches TV or listens to the radio with the volume turned up too high.

A third even suspect their partners are experiencing hearing difficulties.

Almost 50 per cent of the survey respondents were unaware of the link between untreated hearing loss and the increased risks of dementia.

The branch manager, Karen Ashby, said: "We can all enjoy a joke about being ‘tone deaf’ and whether men are more likely to display it than women, but it’s no laughing matter if it is a sign of hearing loss.

"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.

"Plus, we know that the earlier we can seek help the better."

The opticians is also offering self-referral NHS hearing care.

This means people can now book directly without needing a GP referral.

If hearing loss is identified, NHS-funded hearing aids can be supplied and fitted on the same day.

Ms Ashby added: "We are delighted to be able to offer self-referral NHS hearing care, in addition to our private services, so whatever your hearing loss we can provide an option for you."

In support of Hearing Awareness Month, the opticians has launched an online Hearing Check Challenge and is offering free hearing screenings at branches.

The opticians is a family-run business that was established over 85 years ago in 1938, and now has 168 high-street stores across England and Wales, with 1,000 employees.