Nearly two thirds (65%) of motorists say they have never been in an accident where the other party has apologised. And a third of motorists said they had been told by family, friends or their insurance companies, not to say sorry themselves.

Dominic Clayden added: “Unfortunately this urban myth makes people think they cannot say sorry after a road accident without risking their insurance claim or laying themselves open to being held completely responsible.

“Furthermore, our research shows that it is under tense circumstances such as these that those involved in accidents begin to feel they must exaggerate their injuries to ensure they are seen as the aggrieved party or punish the other party for what they see as unreasonable behaviour.”

Dr Lewis continued: “When you are involved in an accident your body goes into survival mode which might inhibit the ability to detect injuries that cannot be seen. As an example, one of the survival modes the body automatically starts is the production of natural pain killers, such as the stress hormone, adrenalin. The effects are only temporary, but can cause a delay to someone seeking

The ‘Sorry! Report’ shows a fifth of motorists said they would feel calmer and less stressed about the situation if the other party apologised, and over half of those who had been advised not to say sorry agreed it would make the situation calmer and less stressful.

Every year Norwich Union’s Rehabilitation Centre in Berkshire sees patients with a number of different injuries following road accidents. Norwich Union’s campaign seeks to raise awareness of the perils of ignoring non life threatening injuries such as muscle strain which can be caused in accidents. It wants to promote the importance of self-responsibility for motorists to avoid on-going medical problems by seeking help fast.

Dominic Clayden, Norwich Union, continued: “Where an injury is sustained it is vital that it is looked at and treated immediately – not to do so can extend recovery time and increase the impact on their day-to-day life.”

“It’s very natural after an accident to be agitated, emotional and angry. Saying sorry can diffuse much of these emotions helping all parties to discuss the situation rationally and politely, and without risking exaggeration or, the other end of the scale, ignoring injuries caused. If you look at it from a variety of angles saying sorry really is the best policy.”