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The British Association of Aesthetic Plastics Surgeons (BAAPS) reported at the start of February 2010 that surgical procedures for the removal of male breasts or cases of gynaecomastia (actual breast tissue in the male), as it is medically known had shot up by 80% in 2009, based on year on year audits of its members, which showed a rise from 323 procedures performed in 2008 to 581 in 2009.
Genuine gynaecomastia can be debilitating for suffers, with the embarrassment that they feel causing difficulties in their social lives and abilities to form relationships through fear of scrutiny and mocking due to the appearance of the breast area, which is most cases is more pronounced than simply those with excess fat in the chest.