A new study of 1,000 boys between 8 and 18 has unveiled surprising statistics about the body image pressures on young guys, with findings that suggest the issue is as pressing as with young girls.
The research conducted by advertising think-tank Credos found that 56% felt affected by eating disorders and 23% believed there was a"perfect male body". 55% said they would consider changing their diet to look better.
Karen Fraser at Credos spoke to the BBC about the findings:
"Boys are increasingly worried about their appearance. The relatively low awareness of boys' body image issues amongst parents and teachers, coupled with a culture of boys not discussing their worries, makes it a tough environment for boys to seek support."
Most interestingly perhaps was how the boys surveyed understood that female images were doctored and Photoshopped, but didn't think the same process happened to professional photographs of male models:
"They were shocked at the extent to which images of men are changed," said Dan Wilks, deputy director at Credos.
Which is a troubling insight that might prove key to beating the problem.
It all comes as little surprise perhaps, with the jibes boys often make about each other's appearance, but still food for thought.