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The five worst arguments in defence of lads' mags

"This is a matter of freedom!" No. No, it's not.

Some capybaras in a zoo. Zoo is also the name of a lads' mag. We prefer this zoo. Photograph: Getty Images

So it seems the Co-op and the lads’ mags can’t be friends, after all. Zoo and Nuts have refused to give in to calls for "modesty bags" and will be off to sell their – or more accurately, women’s – breasts elsewhere.

To be fair, the term "modesty bag" is a bit misleading. Makes the whole "might be nice to be able to walk in Tesco’s and not see a woman stripped" appear to sit between Victorian prudishness and a cry for someone to protect the children.

I wouldn’t want my (hypothetical) daughter or son to see a lads’ mag when they walked into a shop – not because breasts are somehow something children shouldn’t see, but because I wouldn’t want them thinking they are something to see in a shop. There’s the lottery tickets, there’s the Curly Wurlies… Oh and there’s rows of pictures of naked women’s massive tits.

I wouldn’t be keen on any adult thinking that’s not a bit strange. Women’s objectification is to such a degree normalised that it seems to many perfectly natural for it be plastered around the place you buy food. Meanwhile, in something close to a diabetic’s relationship with insulin, men are portrayed as such simple, rampant creatures a picture of a pair of breasts needs to be made (easily) available to them every minute of the day.

The belief that pictures of women – sometimes headless, often nameless, always naked – have to be everywhere can lead to some strange arguments. And indeed it has done – both from casual supporters on social media and editors of the magazines themselves. As the lads’ mags continue their fight for freedom, I’ve taken the liberty (sorry, pun) of explaining the most common.

Women wearing bikinis on the beach is a double standard 

Women can want to wear a bikini on the beach whilst not wanting to see pictures of women with their clothes off in their local shop. These two thoughts are not contradictory. I can hold the two simultaneously quite easily, whilst rubbing my head and thinking what I’m going to have for my tea.

Wearing a bikini on a beach is a really sensible place to do it. You do it because you’d be hot otherwise and because no one likes to swim in their jeans. On the other hand, photos of naked models that some men like to use for sexual pleasure aren’t necessarily something you’d expect to be in full view in the supermarket. Or they are, and maybe that’s part of the problem.

This is a matter of freedom 

I get it. Putting modesty bags on Nuts and co would step on your right to buy a magazine with naked women on and for everyone around you to have to see it. This is clearly a basic human right, next to freedom of speech and being able to watch soft porn on the bus. That’s why when I find a picture of a naked man I want to get off to, I cut/print it out and wander around the street showing it to people. 

There are some prudes – the elderly or men’s rights activists, usually – who get uppity about it. “Why can’t you just enjoy it yourself without all of us having to see it?” they ask. I pity their understanding of freedom and I just move on and find some children to show a picture of a pert arse cheek to.  

Lads’ mags “celebrate women

Okay. At a push, you’re celebrating women’s breasts. (In the very restrictive sense of celebrating the way women’s breasts arouse you. Breastfeeding and a woman’s enjoyment of her own body, to the side.) You are not celebrating women, unless you believe women are just their breasts. And I don’t think you’re saying that…are you? 

Actually celebrating women – as fully rounded, human type creatures – would mean celebrating the bits of them that aren’t turning you on. Can we expect to see a few pages dedicated to a campaign for equal pay for women as you celebrate their place in the workforce? No, that would be stupid. That is not the point of a lads’ mag. 

You like looking at and making money off of naked women. That’s okay (well, sort of). You are not doing a national service. You are not the new face of female empowerment. The MBE for services to women is not in the post. 

Anyone wanting lads’ mags covered hates women 

You’re right. The people wanting women to be treated with the same respect as men are actually the misogynists here. We hate women. And by extension, quite inconveniently, we hate ourselves. I particularly hate breasts. I look in the mirror most days and shake my head, consumed with the shame and self-loathing of having two awesome fun bags stuck to my torso. Thank you for getting me to face this, at last. Thank you.  

The Diet Coke man is proof of (more) double standards 

Sure, it says a lot about the strength of "the men are objectified too" argument that the reference used is generally one from the 1990s – but it’s said so often, I felt I couldn’t end without covering it. 

Did the Diet Coke man exist in a society in which men are routinely objectified through every facet of the media, advertising, and day-to-day life, where sexual violence is prevalent, in language, imagery, and attacks – and where men are paid less, represented less, and their non-sexual contribution to society therefore marginalised and dismissed through most aspects of life? No? Then it isn’t the same. Stop it.