More men go under the knife in quest for smaller 'moobs'

Some 224 paid thousands last year to shed the sort of man boobs - or "moobs" - shown off so brazenly by Jack Nicholson on a yachting holiday.

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The 70-year-old actor, whose chest was photographed off the coast of France last July, may not care about the effect of gravity on his body.

But soaring numbers of British men do.

Last year, 2,881 had operations - up 17.5 per cent in 12 months and the highest figure recorded, the British Association of Aesthetic Plastic Surgeons said.

Moob-reduction surgery was up 27 per cent while the number of tummy tucks preformed on males was 61 per cent higher than in 2006.

Doctors say men are finding it more acceptable to pay to alter their appearance. Just a few years ago, most plastic surgeons would not have operated on men.

Nose jobs remain the top choice for men, with 716 last year - a 36 per cent increase on 2006.

Liposuction - commonly carried out on the stomach, thighs or "love handles" - is the second most popular, followed by eyelid surgery.

Douglas McGeorge, a consultant plastic surgeon and president of the surgeons' association, said: "Cosmetic surgery is continuing to grow because it is becoming more and more acceptable and is being talked and written about all the time.

"People are no longer embarrassed about improving themselves aesthetically.

"Even male tummy tucks are soaring. We are talking small scale, from about 50 in 2006 to 110 last year, but it highlights the trend."

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A total of 32,453 surgical procedures on women and men were carried out by association members in 2007, an increase of 12.2 per cent on the 28,921 in 2006.

Despite a boom in cosmetic surgery for men, women are still overwhelmingly more likely to visit a plastic surgeon, accounting for 91 per cent of operations.

The study shows that more women are having facelifts to erase the signs of ageing - while boob jobs, eyelid surgery and tummy tucks are all on the increase.

Consultant plastic surgeon Rajiv Grover said: "We have recorded a dramatic rise in facial plastic surgery.

"Ten years ago, there may not have been much choice between a face cream and a facelift.

"But more recently non-surgical procedures such as Botox and fillers have introduced a large number of patients to gradual facial rejuvenation.

"The effects of these less invasive treatments can sometimes be limited once jowling or loose skin has developed, so this could explain why more patients now feel ready for the surgical option."

Mr McGeorge added: "Facelifts are becoming fashionable because women are living longer and feeling fitter and want to enjoy the extra years they have.

"Maybe they had too much sun when they were younger or smoked a lot and want to rejuvenate themselves and turn back the clock.

"This year's audit clearly reflects the continued acceptance of aesthetic surgery, particularly in the area of anti ageing.

"Wide media coverage has helped educate the public about the latest advances and choices available.

"But it is crucial people do their research carefully when choosing a provider."