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In two weeks' time, Loaded will slap itself on the back and mark its 12th anniversary. But while some are celebrating, others are fuming. They believe that Loaded, first of the lad mags, has achieved little more than make juvenile misogyny cool.
And alongside the Daily Sport newspaper, with its regular front-page photograph shot up a woman's skirt, it has helped pornography seep into mainstream culture.
Last week, the Home Office announced voluntary guidelines, drawn up with the newsagents' federation, to encourage shopkeepers to place lad mags away from children's magazines, and to fold copies of sexually explicit newspapers in order to hide the cover shots.
But a pressure group called Object believes the guidelines are not nearly enough. It wants legislation
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Campaigners say new guidelines on showing explicit covers don’t
go far enough.
rachel bell reports |
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to force the magazines and papers carrying this so-called "unrecognised pornography" to be treated as serious porn and wrapped in plastic; and it wants to stir serious debate about the print media's sexual objectification of women.
Object says the Sport is effectively a portal to the sex industry, with large numbers of hard-core porn ads in every edition. It should not even be accepted as a newspaper; it is, they say, a "deeply sexually insulting publication".
Object began its recent campaign by posting every MP a copy of the Sport.
As a result of the mail-out, close to 100 MPs and peers are backing Labour MP Claire Curtis-Thomas, who on June 27 will present a Ten-Minute Rule Bill proposing new regulations to limit the way porn can be displayed, and asking for an independent commission to look 
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