Male Breast Reductions Swell 'Moob' operations up 28% from last year By Rob Quinn, Newser Staff Posted Feb 1, 2011 5:54 AM CST 8 comments Comments Surgery is no substitute for improving diet and exercise, experts warn. (Shutter Stock) (Newser) – Male boob jobs is plastic surgery's fastest-growing area for a third year in a row, according to a British surgeons' association. The number of male breast reduction operations is up 28% from last year. The association chief says this is largely because media coverage of "moobs" is making many men more uncomfortable with their chests. "Images in the media—coverage of high profile men like Simon Cowell and Jack Nicholson—make men think about this more," he tells the BBC. "Just recently a vest was launched for men aimed at enhancing the way their chests look." A men's health expert, however, says most moobs are the result of obesity and surgery isn't the answer. "This is not a solution," he says. These men need to change their diet and lifestyle."