Hearing impairment is the most common sensoric and one of the most common chronic diseases of the older adult and elderly population. One third of people older than 65 has some type of hearing impairment, and according to the trend of aging of population, the higher number of people with hearing impairment is assumed in the future. Knowledge of general population about hearing imapirment and rehabilitation options are often wrong and insufficient, and attitudes toward people with hearing impairment are negative. Therefore, the aim of this research is to examine awareness and attitudes of population in risk towards hearing loss and rehabilitation options in order to enable easier creation of preventive programs and education which would affect insufficient and distorted knowledge and attitudes. The questionnaire was made for the purpose of the research which contains 34 claims and it surveyed 119 people aged between 40 i 79. Results indicated insufficient knowledge about the nature of hearing loss, its consequences and rehabilitation options, and also negative attitudes towards hearing aids. Men are more prone to stigmatization of people with hearing loss, avoiding seeking for help and using hearing aids. It is similar with older respondents, who are more prone to stigmatization and negative attitudes toward people with hearing loss, and less prone to seeking help and accepting hearing loss and they have less knowlegde about the prevention of hearing loss. These results emphasize the need of raising awareness about hearing loss, reducing negative attitudes and the need of education about hearing loss prevention and rehabilitation options.