Co-op supermarkets have given lads mags a deadline of 9th September to introduce 'modesty bags' or be withdrawn from sale. Apparently the Daily Sport has already agreed to this - at our local Co-op, it's displayed at the eye level of an average 10 year old.
Steve Murrells, retail chief executive for the Co-operative Group, said: "As a community-based retailer, we have listened to the concerns of our customers and members, many of whom say they object to their children being able to see overt sexual images in our stores.
"Whilst we have tried to mitigate the likelihood of young children seeing the images with a number of measures in store, the most effective way of doing this is for these magazines to be put in individual, sealed modesty bags."
Well, no, the most effective way is not to stock them at all, the way you currently don't stock other pornographic titles. The local Tesco Express, which has all the papers at floor level, doesn't sell the Sport, though the lads mags are within easy reach/sight of the Year 6 kids from the local primary school.
With 'No More Page 3' gaining signatories and influence, there are a few signs of hope that the tide of pornification is turning. But there's a long way to go, and vast swathes of the entertainment and fashion industries still defiantly waving Beyonce's booty at any notions of modesty, sexual purity, and respect for women as people rather than sexual objects.