The British Irish Hearing Instrument Manufacturers Association (BIHIMA) has launched a national ‘red flags’ campaign to tackle what it calls ‘the UK’s hidden hearing loss crisis’.
Hearing loss affects an estimated 1 in 3 adults in the UK, yet it remains widely underdiagnosed and undertreated – often because the person affected doesn’t recognise the signs themselves. The Hearing Loss Red Flags campaign is a national initiative designed to help people recognise the early warning signs and take action.
Hearing loss often develops gradually and is invisible, meaning many people adapt to the changes they experience – perhaps turning up the volume, asking others to repeat themselves, or withdrawing from conversations – without recognising the underlying issue. As a result, symptoms are frequently normalised and it is often friends, family, or colleagues who notice the signs first.
Research shows that adults typically wait seven to ten years after first noticing hearing loss before seeking help. During this time, untreated hearing loss can have a significant impact, contributing to social isolation, reduced confidence, challenges in the workplace, and even cognitive decline.
The Hearing Loss Red Flags campaign aims to change that by encouraging earlier recognition, earlier conversations and earlier intervention. The campaign includes a new film, which brings these everyday ‘red flag’ moments to life, highlighting how easily hearing loss can go unnoticed.
Watch the red flags campaign film now.
Audiologist Sarah Adedeji commented: “It’s better to know if you have a hearing loss and make an informed decision rather than be unaware and struggle to understand why it’s getting harder to navigate the world, why it’s becoming more isolating, and why you’re struggling in your daily routine.”
BIHIMA is calling on individuals, organisations, and industry partners to support the campaign and help bring hearing loss into sharper focus.
