Misconceptions about the image of hearing devices could lead to widespread social disadvantage in older Australians, according to a new report released on 10 June 2008.

While the majority of Australians aged over 65 (73 per cent) were willing to consider wearing a hearing device, many associated hearing loss and hearing aids with terms like "old" and "deaf". One in five Australians associated hearing aids with the terms "unsightly" and "ugly".

These findings are contained in a new report titled Is Australia Listening? Attitudes to hearing loss released by Senator the Hon Joe Ludwig, Minister for Human Services. The survey commissioned by federal government agency, Australian Hearing, asked 1,000 Australians about their attitudes to hearing and hearing loss.

The research showed that 60 per cent of all Australians report they have suffered from noticeable tinnitus (ringing in the ears) and four in five people know someone with a hearing impairment.

Professor Harvey Dillon from Australian Hearing's research arm, the National Acoustic Laboratories, said the results had worrying implications for people with hearing loss who could benefit from support and new technology.

"Australians with hearing problems can reduce their risk of social isolation by realising the health and lifestyle benefits of hearing devices," Professor Dillon said.

In launching the report, Senator Ludwig said it was important for people with hearing problems to appreciate that sleek new designs and Bluetooth technology used in today's hearing devices made them more stylish, nearly invisible and increasingly able to interconnect with other electronic devices.

Senator Ludwig said: "People might be surprised that many modern hearing devices look more like fashion accessories."

"The government has also helped make hearing services more accessible and affordable, offering free and subsidised services to aged pensioners."

"We know from previous surveys that hearing loss is associated with a loss of intimacy or interaction with family and friends. So if you do start to experience problems, it is important that people go and get tested and find out about the latest, high tech hearing aids," Senator Ludwig said.

Australian Hearing also announced that a new range of hearing aids would be made available via its centres located across Australia. The new Siemens product range features highly discreet, personally designed hearing aids that adjust volume automatically.

According to Mr Barry Roberts, Chairman at Siemens Hearing Instruments, the exciting new range includes an ultra-small hearing device that is designed to sit comfortably in the crest of the ear so the ear canal is left open. It also includes a highly discreet behind-the-ear device that is 30 per cent smaller than our current active range.

"They represent the latest technology and designs. They can be matched to your hair or skin colour, or you can get different colours and patterns, like leopard print on certain devices. These new and exciting products are a great offering to the technologically savvy, fashion-conscious consumer," Mr Roberts said.

"Some come with a small remote control that allows you to connect to your mobile phone, MP3 player or TV so you can listen hands-free via your hearing device."