A new survey by Cancer Research UK, released to launch their Man Alive Campaign, is suggesting that 25% of British men are "in denial" about their waist measurement, and most men, when questioned were unaware that being overweight, obese, or inactive, increases the risk of cancer.
Although official statistics demonstrate that 65% of adult men are overweight or obese, the survey found that of over 2,000 men, only 40% thought they were in these groups.
Experts such as Dr Lesley Walker of Cancer Research UK, is urging overweight men to become more active and eat a better balanced diet, which is rich in fruit and vegetables, and low in sugar and fat, and also to be more active.
In the survey as many as 65% of those questioned had no idea that being overweight or obese increased their chance of developing cancer, while 75% were unaware that being physically inactive also increased their risk.
According to the survey only 22% of those questioned eat five portions of fruit and vegetables per day, and two-thirds fail to meet the recommended target of 30 minutes of moderate exercise five times a week.
The experts say the only conclusion to be drawn is that men are not listening to health warnings to maintain a healthy body weight, and they warn that obesity could be responsible for as many as 40,005 cases of cancer in UK men every year.
Recent research has suggested that obesity increases the risk of bowel cancer by 60%, doubles the risk of being diagnosed with kidney, oesophageal and stomach cancer, and is also a risk factor for bladder cancer.
A great deal of research shows that good diet and regular exercise are two factors that can help reduce the risk of developing cancer.