A report printed by PruHealth has shown that many Britons misjudge what it actually means to be unhealthy.

The PruHealth Index has shown that at least two thirds of people in Britain think they are in tip top shape when in fact they are well below the required level.

Six out of ten feel they actually follow a healthy lifestyle despite evidence to the contrary.

Shaun Matisonn of PruHealth says: "It is staggering that so many people are still failing to meet the minimum guidelines for exercise and diet, continue to smoke and drink heavily and yet believe themselves to be generally healthy. The vast majority say they know how to live healthier lifestyles, yet are not listening to the advice around them, and it is this inertia that as a nation we need to target in order to encourage change.

Incentivising people to make small changes to their lifestyles - such as PruHealth's Vitality scheme offering rewards for engaging in healthy behaviour - could be one effective way of encouraging more adults and families to proactively look after their long-term health," he added.