British men are flocking to plastic surgeons in record numbers to rid themselves of their "man boobs".
New figures show that demand among men for breast reduction operations has risen so much that requests for the surgery outstrips the number of women wanting breast enlargements.
The British Association of Aesthetic Plastic Surgeons found that "man boob" reduction operations rose 80 per cent, to 581, in 2009, despite the average cost being about STG2000 ($A3,630.75).
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"Probably, heightened media attention ... has allowed men to realise the positive outcomes that can be achieved," Rajiv Grover, who compiled the figures for the association, told The Guardian newspaper.
"There's a lot of pressure on men now to shape up.
"Men's grooming is on the rise and big fashion houses are using half-naked men, such as a David Beckham, to advertise."
