The BBC is running a story on the fact that the fastest growing part of the cosmetic surgery industry is male breast reductions. The figures, from the British Association of Aesthetic Plastic Surgeons, show that these procedures rose 80% from the figures in 2008 with pressure generated by men’s magazines being at least partly responsible.

Although 9 out of 10 cosmetic procedures were still carried out on women, according to the figures, there was a big rise in breast reductions for men. The top two procedures on men are still nose jobs and work on the skin around the eyes.

Consultant plastic surgeon Rajiv Grover agreed that increased coverage in the media could at least partly account for the demand in surgery amongst men. He said: "Many men are feeling the pressure from men's magazines that weren't even being published five or six years ago. In addition, they are just realising that they can get something done about it."