Liver donation rates have dropped over the past year, according to latest NHS figures, raising fears that the "George Best effect" is deterring bereaved families from agreeing to release dead relatives' organs.

With only seven weeks left to the end of the NHS calendar year, the UK has seen only 543 liver transplants, down from 692 last year.

This is despite the fact that recent research by UK Transplant, a special health authority with a brief to improve transplant rates across the UK, found that nine out of 10 people said they supported organ donation in principle.

An audit carried out by the health authority three months after the famous ex-footballer and alcoholic George Best received a liver transplant, found that the rate of refusal by families asked to donate organs had risen to 49%, from 30% a decade before.

Liver transplants make up a small proportion of transplant activity, with only 222 patients waiting for a new liver, compared to 5,082 in need of a new kidney.

Families often agree to donate all healthy organs, enabling multiple transplants to take place.

One bereaved family in Stafford admitted that the coverage depicting George Best's drinking binges following his transplant two years ago had made them think twice about donating their father's organs after he died suddenly last week.

The son, who did not want to be named, said the fact his father held a donor card finally helped them make the decision.

"I feel strongly that people deserve another chance," he said. "But when you have to make that decision the thought of George Best taints it a bit.

"The transplant coordinator at the hospital told us that the publicity about George Best had done a lot of damage to the transplant service, and it has become harder for them when they are trying to ask people about donations."

John Evans, the national chairman of the British Organ Donor Society - which provides support to families involved in organ donation - said: "You would expect there to be a small negative effect regarding stories of George Best and his drinking bouts. A member of ours said she was aware that people in her area were tearing up their donor cards."

But UK Transplant said there was no statistical evidence to support the claims that adverse coverage was impacting on donor rates.

"We suspect that it might be a factor but on the other hand any publicity can be good publicity. But we do not have any figures to back that up," he said.

· Anyone wanting to join the organ donor register should call 08456 060400