One hundred and eighty‐seven Norwegian women with urinary incontinence (UI) were interviewed after having responded to a marketing campaign for incontinence aids.Nineteen per cent stated that UI was a negligible problem. Urge incontinence was associated with more mental distress, practical inconveniences, and social restrictions than stress incontinence. Young women were more handicapped by stress incontinence than old women. Severe incontinence was associated with more mental distress and practical inconveniences than slight incontinence.A wide variety of control measures was used, the most popular being absorbent products. Only four had not used any control measure.Fifty‐seven per cent had mentioned their UI‐problem with a doctor. The consultation rate increased with the severity and duration of UI. Only 36% were satisfied with the outcome of the consult