It seems boys are now so worried about their body image, some are turning to steroid abuse and skipping meals.
A study commissioned by the advertising industry has found more than half say ads put pressure on them to look good.
Pamela Nugent's 22 year old son Laurence died several years ago after a long battle with bulimia.
She says the quest for perfection can lead youngsters down a dangerous path:
It comes as Bodywhys - Ireland's eating disorder association - reports an increase in the number of people looking for help.
There's been a change in the age profile of those accessing help for eating disorders - with a rise in the number of people aged 36-55 coming forward.
Susan Keogh has been speaking to Harriet Parsons from Bodywhys:
