He is a man on a mission. Keith Fakenbridge, of Glastonbury, is fighting to clean up the body piercing industry and bring respectability to its skill and art. "I am fed up with the bad reputation which the industry gains through badly placed piercings carried out by cowboy piercers, the unregulation of the industry, and the lack of aftercare for clients," said Mr Fakenbridge. The one time salesman and importer of Egyptian artifacts has helped to start the British Body Piercing Association (BBPA). It aims to bring regulation and a professional attitude to the ancient art. That means accredited training courses, high standards of hygiene, clinics meeting environmental health standards, a professional body to represent the industry and a setting of standards to provide aftercare and advice to the clients of body piercers. All long overdue in a business that is as old as the wode-covered residents of the county of pre-Roman mid-Somerset. Since primeval times, British men and women have indulged in body piercing in an attempt to decorate their bodies to show status, display their credentials and to make a statement about themselves. Today the art is more popular than ever as pop stars, footballers and film celebrities flaunt ear rings, nose studs and various other items ofjewellery from parts of their bodies that might raise an eyebrow in some more conservative circles. The motto seems to be for body piercers: If you can squeeze it, you can pierce it.

"When I first left school I became a hairdresser and at the time only ear lobes were pierced, so I had mine done by a piercing gun," said Mr Fakenbridge. "Much later I became increasingly interested in all forms of body art including tattooing and the reasons why people have it done. I currently have 11 piercings." "Body piercing is mainly carried out by tattooists, hairdressers, beauty salons and jewellers as an add-on. According to environmental health officers, specialist clinics are the way forward, but apart from the one I have in Glastonbury they are mainly in London. "We have had people travelling from Surrey to have their piercings done here as they are concerned about health and medical issues.' Speaking as someone who still breaks into a cold sweat at the thought of a needle, I asked why do people have their ear lobes, cheeks, eyebrows, tummy buttons and the most inti-mate of body places pierced? Mr Fakenbridge said: "This is difficult to answer. While piercing originates in tribal societies, perhaps people are trying to get back to their roots. "It can be seen as an initiation, or a rite of passage, freedom of self, self-empowerment or self-adornment. A piercing means all these things to all people."