LONDON, May 16 /PRNewswire/ -- It's official - British women are obsessed with gossip and celebrity hidden dirt, reveals a new survey* commissioned by New Daz Liquitabs, specially designed to remove the hidden dirt you can't see.

While women's fascination with being the first to know the hottest gossip comes as no surprise (70%), British men have also shamelessly admitted to craving the inside scoop on the gossip surrounding friends, family and colleagues (57%).

The social kudos that comes with 'being in the know' is a key driver for many British people (50%), while others are attracted to the feeling of power that comes with knowing people's hidden dirt (25%). Above all though, 70% believe that gossiping brings them closer to people at home and at work.

When it comes to dishing the dirt, celebrity secrets are the hottest topic among British men and women (37%), with 12% of women actually admitting to being addicted to celebrity gossip.

When asked about which celebrities appear to be hiding the darkest secrets, Victoria Beckham (27%), Tom Cruise (24%) and Kate Moss (22%) topped the poll. However, when it comes to the celebrities on everybody's lips, it's Victoria Beckham (23%), Angelina Jolie (18%) and David Beckham (17%) that British women most love dishing the dirt on.

Meanwhile, people voted Kylie Minogue (29%) and Myleene Klass (28%) as the least likely to have skeletons in their closet, thanks to their squeaky clean, whiter than white image.

Heat Magazine's Features Editor and famed gossip guru, Lucie Cave explains: "Knowing the hottest gossip is social currency nowadays - it's what helps us to connect and bond with others. While we all enjoy a good gossip about people we know, it's no wonder that the world of celebrity fascinates British women most. Often our hidden dirt just can't compare to hot celebrity couples like Posh and Becks who are still the most talked about of all.'

Many women (46%) spend almost an hour a day gossiping with friends - that's equivalent to almost a day's work every week! And 42% of women spend up to 30 minutes of that time dishing the dirt on friends, colleagues and celebrities while at work.

"It's no surprise that we do most of our gossiping at work." says Lucie. "Dishing the dirt and sharing celebrity gossip is often the easiest way to escape the daily grind of office life."

Dishing the dirt has never been easier. New Daz Liquitabs remove the hidden dirt you can't see, so that means brilliant dazzling whites every time you wash. With deep cleaning power to penetrate the fibres of your washing, easy to use Daz Liquitabs remove visible grime as well as the 75 per cent not visible to the naked eye, with just the right amount of detergent.

Could your addiction to gossip win you GBP10,000?

If you think you have what it takes to be crowned the nation's Gossip Guru, visit http://www.dazwhite.co.uk to put your celebrity knowledge to the test and enter the draw to win a massive GBP10,000 cash prize. Terms and conditions apply.

Notes to Editor:

- *Research conducted by Lightspeed of 979 UK men and women between 17th - 27th March 2008.

- New Daz Liquitabs are available in both Regular and Citrus Burst in boxes of 10, 20 and 30, priced at RRP GBP2.49, GBP4.49 and GBP5.99 respectively, at major retailers

For more information contact: Nicole Norman +44-(0)207-413-3166 NNorman@hillandknowlton.com, Stephanie Burke +44-(0)207-413-3084 SBurke@hillandknowlton.com