So far it has not been officially confirmed and may yet prove to be an elaborate stunt - but reports that the Sun newspaper has called time on page three has sparked sharp debate.
There has been no topless model in the paper since Friday - a move which has been welcomed by ministers and campaigners, but not by all of the models themselves.
ITV News correspondent Juliet Bremner reports:
The Sun features a topless girl on Page 3 of its Thursday edition ending rumours that the newspaper has decided to quietly drop the feature.
The Guardian newspaper reports the tabloid plans to drop the controversial feature in favour of scantily-clad women.