One of the greatest problems we face is that many adults lack the skills, knowledge or strategies to critically analyse and understand the longer term impacts that sexualisation/pornification have on the behaviour of boys towards girls and, eventually, men towards women. The evidence is potentially one of the most toxic elements in society and it is time that those responsible for propagating this material be held accountable. When the history of public health is written, I am sure that this battle will sit alongside the struggle against the tobacco industry, infant food formula manufacturers and elements of the alcohol industry, in significance