Princess Kate (40) has appealed to people with addictions not to let shame stop them from seeking help. "Addiction is a serious mental illness that can affect anyone, regardless of age, gender, race or nationality," Kate said in a video message released Sunday.

"Please be assured that addiction is not a choice. No one chooses to become addicted." The wife of heir to the throne Prince William is patron of the organization The Forward Trust, which takes care of people with addictions.

"Attitudes toward addiction are changing," Kate said. "Yet the shame of addiction keeps people and families from asking for help, and people still tragically lose their lives. We as a society need to realize that the only way to help those who are suffering is to understand what what led them into addiction is to empathize with them and have compassion for their struggles."

The video message of the future king consort appeared on the first day of Addiction Awareness Week, a week of action to draw attention to addictions and addictions. The clip was apparently taken at Kate's home, with a family photo in the background.

Forward Trust chief Mike Trace said: "At a time when addiction is on the rise across the UK it is vital that we raise awareness of its causes and act quickly to stem this tide." Early intervention is needed to reduce impact on families and children and to ensure people have access to support and treatment.