Is bigger really better? For cosmetic surgeon, Dr Roberto Viel, it’s a question he has to find an answer to almost every day.
But it isn’t just women wanting to have their breasts made bigger or their noses made smaller that throng his waiting room.
Four times a week, it is men who sit in his consultation room and what they want is a penis extension, or, to give it its proper name: penoplasty.
Viel, and his twin brother Maurizio, have been carrying out penoplasties for the last 20 years, and were among the first to offer the service.
But In the last few years, demand for the £4,000 enhancement surgery has shot up and according to Dr Viel, increased pressure on men to look good and match up to the likes of David Beckham is fuelling the trend.
‘The main reason men come for a penoplasty is to improve their self esteem and confidence,’ explains the Italian doctor.
‘They don’t feel confident with their size and feel embarrassed to show in front of partner or in changing room in front of men.’
What’s more, he points out, it isn’t just body conscious twenty-somethings and the less than well endowed that appear in his clinic – it’s older men who, on the face of it, have no reason to be concerned about penis size at all.
‘Over the last 20 years, I’ve had all types of men asking for a penoplasty,’ he reveals. ‘From young to old, there’s no specific category. Gay, straight… they all come.
‘The majority of men who come for the operation have what we consider normal size,’ he adds. ‘Eight centimetres long is the most common size, although I do see some men with bigger or smaller penises.’