Sex is embarrassing. Talking about it, watching it on TV, but most of all doing it. And according to a new study, there are plenty of Brits who seem to agree.
A study carried out by Swedish intimate lifestyle company LELO found that almost half people in Britain have faked an orgasm because they felt too self-conscious about their sex face.
The company asked 4,000 men and women about their sex lives. And according to the results, 64 percent of Brits admitted to having faked orgasms, with 49 percent saying it was due to the sheer embarrassment about the face they pulled at the moment of climax.
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Ironically, it also found those who worried most about their orgasm face were also the least likely to have an orgasm anyway.
Kate Moyle, LELO UK's sex expert said: "People have been faking orgasms for too long, and a big part of the problem is that we still have a long way to go in normalising the conversation around sex.
"Many people feel under pressure to fake orgasms as they feel their partner will expect it, and that's because we don't have and aren't given a solid education around more realistic expectations of sex."
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To help people feel more comfortable during the throes of passion, next week LELO is opening a pop-up photo booth and encouraging people to capture their best 'O' face on camera.
Ms Moyle added: "We really hope that this photo booth will play a part in getting the conversation moving about sex, sexual pleasure and orgasm, breaking down the stigma of 'faking it' and helping people to work out how to be responsible for their own pleasure and enjoy sex more, with no more fake 'O' faces needed."
If the name LELO sounds familiar, it should. Last year, the Scandinavian firm announced it was giving employees almost an extra week of holiday so they can masturbate.
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On these extra four days off, staff are encouraged to 'fulfill' themselves sexually and have as many orgasms as possible, which bosses at LELO believe will improve employee happiness, reduce stress and boost productivity.
At the time, Rachael Nsofor, a spokesperson for LELO UK, said: "Being sexually fulfilled and satisfied is something that we at LELO UK feel is a basic human right and it's completely free!
"And as a result of this research, we're delighted to introduce a new initiative where we are offering our UK employees the opportunity to take up to four days a year as a 'self love day'.
The photo booth will be open at Boxpark in Shoreditch on Wednesday 31 July.
Topics: UK News, Dating, Interesting, Sex, Sweden, Health