Experts are issuing warnings to the millions of British men who ignore their symptoms of ill health, thereby putting their own health at risk.
Dr. Harvey Simon, associate professor of medicine at Harvard Medical School, called this "the ostrich phenomenon", warning that doing so could lead to worsening conditions and also cause severe illness.
"I call it the ostrich phenomenon. Guys are very prone to sticking their head in the sand. It's a very bad idea," the Daily Express quoted him as saying.
Friends Provident, in a study to mark the launch of Men's Health Week, reported nearly 18 million overlooked aches and pains despite knowing about its potential dangers.
While 44 per cent did not check for cancerous signs like lumps and moles, more than 34 per cent confessed not knowing how to check for testicular cancer.
Just a quarter said that they recognised the signs of breast and prostate cancer.