Men are going for breast reduction surgery making it the third most popular cosmetic op. In Britain 80 per cent rise was seen in such surgeries.

Last year there were 581 breast reduction surgeries and in 2008 the number was 323, British Association of Aesthetic Plastic Surgeons (BAAPS) reported.

Being the third most popular cosmetic op breast reduction is close behind behind nose jobs and eyelid surgery.

The popularity of this surgery has increased after celebrities like Jack Nicholson, Tony Blair, Simon Cowell, Robbie Williams and Chris Moyles, were pictured flaunting their man boobs.

Surgeons believe that this surgery would soon exceed more than 1000 a year, making it a multi-million pound business.

During the ops liposculpting is done with lasers. This heats fat cells to 40 degree Celsius and the cells are broken down. This removes 300ml to a litre of fat per breast.

Dr Aamer Khan, of The Harley Street Medical Skin Clinic, said, “Breast reduction is on the rise because men's bodies are changing due to the environment and lifestyle.”

The cost of this surgery is around £2000 and the procedure takes about 90 minutes.

Baaps secretary Rajiv Grover said, "This year, we have recorded a dramatic rise in a number of male surgical procedures, probably due to heightened media attention, which has allowed men to realise the positive outcomes that can be achieved."