A new public campaign is needed to increase awareness of HIV, specialists have warned the government.

Figures from the Health Protection Agency have revealed an increase in the number of new cases of the disease, from 4965 in 2001 to 5338 last year.

A survey of doctors has found that 57 per cent want to see an advertising drive similar to that in the 1980s.

Just seven per cent claimed there was no need for a new campaign, amid claims that the majority of new cases are from abroad, having contracted the disease before arriving in the UK.

More than 41,000 people are believed to be HIV positive in the UK, with as many as a third believed to be unaware of their status.

"With nearly all the doctors we interviewed citing an increase in cases of HIV in the past three years, any campaign that could potentially raise awareness would have a positive influence in helping to curtail any further progression in the number of HIV sufferers," said researcher Rebecca Griffiths.

However, Aids charities argue that the shock tactics employed in the 1980s would have little impact today.

"The most important thing about the 'tombstone and iceberg' mass media campaign of the early 80s is that it happened when it did," said Colin Dixon, director of national services at the Terrence Higgins Trust.

"The UK was ahead of the game and this contributed to the relatively small number of HIV infections in this country compared to the rest of Europe.

"The campaign did, however, use shock tactics which in our experience are not generally the most effective way to get appropriate messages across."

The survey comes after the Department of Health last year launched a campaign aimed at encouraging young people to use condoms to protect themselves against all sexually transmitted diseases.

It included posters in bars, advertisements in magazines and a website aimed at 18 to 30-year olds.

"The campaign is running in tandem with the department's ongoing sexual health and HIV promotion work," said a spokesman.

"The Department of Health continues to work with the Terrence Higgins Trust, National Aids Trust, African HIV Policy Network and other voluntary sector organisations to increase awareness of HIV services, prevent transmission and address issues such as stigma."