A New York tattoo artist says tattooists need to take more responsibility for ensuring their clients understand the permanence of tattoos.
Along with more than 250 other artists, Paul Booth is in New Plymouth this weekend for a tattoo art festival.
He says as the art form has become more mainstream, its practitioners have an ethical responsibility for ensuring their clients fully understand what they are getting into.
Mr Booth says many young people think it's cool to get a tattoo, but don't think about the implications of having it permanently.
He says tattoo artists should spend time explaining that to their customers, to avoid later regrets.