That wooshing sound you can hear probably isn’t the wind, it might just be the collective exhaling of many grass-roots organizers and policy makers who have been fighting to push the ever more bare-chested ‘lad’s’ magazines out of eyeline and onto the top shelf.

The Guardian reports that a new 130 page study argues for this very thing, drawing the stark comparison to the hypersexualisation of young women, the hyper-masculinising of boys and violence against women. The report also highlights some sad baby clothes that say “All daddy wanted was a blow job” I know, everyone reading that has just been sick.

The normal cries of “boys being boys” “cheeky seaside fun sex” “the naked women are self exposing whores” have begun, those that support the report just have to be prepared to combat those with the facts.