The campaign to try and convince not just these two supermarkets
, but other stores as well, has been lead by the groups Child Eyes
and No More Page 3
In the case of Tesco, a retail giant with some 6,750 stores in 12 countries, 1,800 of them in the U.K., they said they will be redesigning "news cubes" in their stores in such as manner that only mastheads of tabloids with sexual content and commercialisation on their covers will be seen.
Waitrose, however, will take a different tact. They'll alter how their existing displays are set-up so front pages deemed to have content unsuitable for children will be removed from a child's vision. In many stores these magazines and tabloids are displayed at a height equal to the line of vision for children, but that will no longer be the case at Waitrose stores.
The website for Child Eyes says the group is "campaigning to protect children from sexualisation and commercialisation." It goes on to say that "Every day children are confronted with sexual images" and that they believe that unlike adults, children need to be protected from such images "until they are old enough to make their own decisions."
Tesco said that they have been working on the changes for some time and they will begin appearing in stores at the end of the month. Waitrose said the changes there are coming "soon."
'No More Page 3' is happy with these changes but continues to campaign to ban topless photos of women in newspapers.