It has emerged that more and more Brit men are having cosmetic surgery to get rid of their 'moobs'.
According to the British Association of Aesthetic Plastic Surgeons (BAAPS), there has been a 44 per cent year-on-year rise in the number of men wanting to get rid of their 'man boobs'.
The AGM of BAAPS in Cardiff heard that the procedure is now the fifth most popular cosmetic op for men, with more than 1,000 men forking out more than 2,000 pounds to get rid of their flabby breasts in the last 12 months.
Delegates were told over the past five years the numbers of men losing their moobs have shot up by an amazing 1,000 per cent.
"We are seeing men of all ages coming in to have their breasts made smaller," the Sun quoted plastic surgeon Douglas McGeorge as saying.
"They are losing their inhibitions about the operation and deciding to undergo an operation which previously was a women's operation," he said.
McGeorge, who is based in Chester, revealed that a recent patient, who had never taken his shirt off, was typical of the men queuing up for the op.
"It was a grandfather who had never taken off his T-shirt in his life because he was so embarrassed about the size of his breasts," he said.
"He had never been able to strip to the waist on the beach in front of his own children - but was determined not to be in the same position with his grandchildren," he stated.
The moob jobs pushed out facelifts to become the fifth most popular plastic surgery for British men after nose jobs, eyelifts, ear corrections, and liposuction.
"Reasons for the upsurge include men being more open now about their physique than years ago," plastic surgeon Fazel Fatah said.
"And they can get more and more information about it from internet sites which encourage them to have the op," he added.