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Which is worse, a bragging cheat or a dirty rotten liar?

"I'm not going to lie," said Prince Frederic von Anhalt. "I have indeed slept with prostitutes. If someone asks me about it in debates, I will confess. People will respect it. Like 80pc of married men, I enjoy the company of hookers, I'd be an idiot if I said I didn't."

I'm pretty certain that 80pc of women will think his highness is an idiot. Full. Stop.

Amusingly, this guy is running for office in a country which prides itself as being morally conservative. This kind of blatant display of 'he's gotta be so macho' wouldn't even wash in a nation as liberal as France when it comes to sexual affairs.

The prince, who is married to movie legend Zsa Zsa Gabor (her ninth marriage and his seventh), will contest November's election to succeed Arnold Schwarzenegger as governor of California, a state on the brink of financial bankruptcy.

Most of us expect certain indiscretions in life, both personally and professionally. After all there are very few living angels among us. But, for the most part, we tend to adopt a 'what goes on tour stays on tour' approach.

All of which begs the question: is he actually playing the smart card and is honesty the best policy? After all, his chequered history would make it prohibitive for him to even pretend to be whiter than white when/if he really hits the campaign circuit.

Interestingly, in London this weekend, the Independent, profiled some of the most compelling love affairs of recent ages last Saturday and Sunday to mark Valentine's Day.

Many of the couples who featured in it were 'cheaters', notoriously unsympathetic towards the 'love of their life' and for the most part totally unfaithful.

Not all. But most.

It's hard to see the people of California falling for Prince Frederic von Anhalt's rather prolific charms in the forthcoming election but at the same time at least he has the balls to speak his own mind and admit to his indiscretions.

Bill Clinton anyone?