The online survey, by Nationwide Financial, questioned a small, self-selected sample of advisers, so the results may not be representative.

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However, two-thirds of this self-selected sample were men, many of them in white-collar jobs: just the sort of chaps most likely to have a third party of their own tucked away somewhere.

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These analyses are based on the assumption that the animals collected represent a randomly selected and thus representative sample of the population.

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The research team worked with 275 randomly selected people, showing them a sample of 82 ads for 30 brands in their homes or workplaces.

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In that 2008 sample, about 250 cases were selected for baseline purposes and the agency concluded approximately 13 percent may have involved fraud.

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