A new survey shows North-East women have no qualms about telling lies. Women's Editor Christen Pears reports.

British women can't stop lying and those in the North-East are most likely to tell big lies. A new survey, commissioned by That's Life! magazine revealed an overwhelming 98 per cent of British women tell white lies and more than a third say they tell these type of lies every day. Seventy-eight per cent admitted they tell big lies, with 14 per cent frequently telling life-changing lies.

That's Life! editor Christabel Smith says: "Modern women just can't stop lying - but then if they honestly told their friends they looked fat in their little black party dress and their choice of home furnishings was horrible, they'd end up pretty lonely. But women are also increasingly telling serious, often life-changing lies - even about contraception so they can have a baby when it suits them, not their partner. It's a sad reflection of today's 'I want it, so I should have it' attitude."

Psychologist Sue Quilliam adds: "This survey shows that women will lie to get what they want - or to avoid what they don't want - probably because they don't feel they can meet their needs any other way. It's sad women still feel they have to gloss over their desires."

Women in the North-East are the most likely to frequently tell "big lies - 18 per cent compared to the national average of 14 per cent - and they're least likely to feel bad about it. Two thirds said they didn't feel bad telling little white lies and 20 per cent don't even get a twinge of conscience when they tell a huge lie. Their favourite little white lie is "Of course you don't look fat".

The survey also looked at women's scruples. Almost half said they would forgive their man if he robbed a bank. Nine out of ten said they believed in fidelity within marriage, yet almost one third admitted to having an affair. Almost two thirds said they didn't regret it. Women in the North-East are most likely to have been unfaithful - 35 per cent compared to a national average of 29.

They're also money mad. More than a third would pose nude for a men's magazine for £1m and 81 per cent said they would give up chocolate for the year for the cash. When it comes to the office Christmas party, they are most likely to fall over on the dance floor - 55 per cent compared to a national figure of 41 per cent.

Smith says: "Morals and the British woman just don't go together any more. Female behaviour once perceived as coarse is now commonplace. It's not that women have become a brazen bunch, they're just totally confused. Changes to traditional British behaviour over the last 40 years means women no longer know what's normal and what isn't. Many now have the morals of an alley cat but they don't seem to know any better."