Boys are now so worried about their body image that some are resorting to skipping meals and turning to steroid abuse.
A study commissioned by the advertising industry has found more than half of boys say ads put them under pressure to look good.
It comes as Bodywhys reports an increase in the number of people looking for help especially among people aged 36 to 55.
Harriet Parsons has said people need to know boys and men can be affected too: “It's something that we are hearing about more and more, we are getting more requests from boys schools to do that type of work with them.
“When we are talking about eating disorders and men it is almost like there is a double stigma there, not only are there all the barriers about talking about what is going on with them but also there is the idea that an eating disorder is perceived to be a female issue.
“And that makes it hard for people to come forward.”