Another new campaign has been launched against lads’ mags.

‘Lose The Lads’ Mags’, by gender equality groups Feminista and Object, and backed by 11 lawyers, claims retailers that sell the magazines could breach the Equality Act 2010 because staff are being exposed to pornographic images.

Retailers have seen many similar campaigns come and go in the past few years.

In April 2010, nearly a quarter of all MPs backed an Early Day Motion calling for a review of how top-shelf and lads’ mags are displayed in shops. It questioned the positioning of the mags and whether they should be bagged.

In 2011, the big four came under pressure from website Mumsnet to banish lads’ mags to the top shelf or cover them up to protect children.

Object itself ran a similar campaign in 2008 and 2009.

These past campaigns have been largely unsuccessful in getting lads’ mags off shelves because retailers already have strict voluntary guidelines through a longstanding code of practice.

In March this year, for example, the Association of Convenience Stores issued new guidance on how best to display mags discreetly, with advice including locating them in areas away from a child’s eyeline.

The National Federation of Retail Newsagents has guidance, too. Its code of practice for both top-shelf and lads’ mags titles suggest overlapping titles to obscure images, and to not place them near children’s titles.

Following the introduction of the tobacco display ban two years ago, and also tough new laws imposed for alcohol in Scotland last month, the last thing retailers need is another restriction – especially on a legal product, especially as the vast majority are already acting responsibly.

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