Models Direct has just heard that lads mags have been given until 9th September to hide the semi-naked/naked models on their front covers.

The mags – such as Loaded, Zoo and Nuts – have been told by the Co-operative that they must deliver mags in ‘modesty bags’ if they do not want them removed from the shelves of many stores in the UK.

The move comes amid current debates around the possible negative effects of sexual imagery on children. It will come into practice alongside the prime-minister’s reform which is set to introduce internet filters that will automatically block internet porn.

Retail chief executive Steve Murrells says that concerns from its members have initiated the decision: “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 overtly 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.

“As an interim measure, we have introduced our own opaque screens on shelf to reinforce our existing policy limiting the display of such material.

“The publishers of these magazines now have until September 9 to start providing their own modesty bags, after which any lads’ magazine which does not have the relevant bag will not be supplied in our stores.”

Spokeswoman for the Lose The Lads Mags campaign group Sophie Bennett has called for retailers to withdraw ‘lads mags’ and stop stocking them altogether.

Maenwhile, Minister for Women and Equalities Jo Swinson said: “Many parents aren’t comfortable with the way that sexualised imagery has become like wallpaper – everywhere from the bus stop to the corner shop.

“Exposing children to lewd pictures that portray women as sex objects is not appropriate.

“That’s why The Co-operative’s decision to implement the Bailey review recommendation for publications with overtly sexual images on the cover to be displayed and sold in modesty bags is very welcome.

“Adults should be left to make their own decisions about what legal sexual images they look at, but the place for these is not next to the sweets at children’s eye-level. I hope other retailers will follow the Co-operative’s lead.”