New figures have revealed that the number of British men undergoing surgery to reduce the size of their breasts has soared in the last five years.
Men of all ages are going to plastic surgeons over their moobs, or man boobs, according to figures revealed at a meeting of the British Association of Aesthetic Plastic Surgeons (BAAPS).
In 2003 there were only 22 male breast reduction operations, but the number jumped by more than 1,000 percent to 323 in 2008 -- or from one a fortnight to almost one a day.
The reason for the surge is unclear, but could be to do with the increasing number of websites showing what can be done, greater wealth, or a growing openness among older men.
"I get people coming to me in their 50s and 60s. Men who have never taken their T-shirts off in public before," said Douglas McGeorge, a past president of BAAPS, which is a non-profit body.