Japan’s biggest retail chains are pulling porn magazines off the shelves to improve their image ahead of the 2020 Tokyo Olympics.  

Seven-Eleven and Lawson, which collectively operate around 34,000 convenience stores throughout Japan, are removing adult magazines that are currently separated from other publications by a thin panel to denote that they can only be purchased by adults.  

The availability of adult magazines in popular family stores triggered multiple complaints from shoppers, who asked for the pornography to be hidden from the view of children.  

“In the past, 7-Eleven was mostly used by male customers to buy beverages and fast food, and our product assortment was designed accordingly,” the chain told Reuters.

“However, as the role and usage of 7-Eleven stores has changed in recent years, 7-Eleven became an important shopping destination for families, children and elder people as well.”

The chain said pornography accounted for less than 1% of its sales, adding that other merchandise could be sold in the vacant space.

The Rugby World Cup takes place in September, while the Tokyo Olympics will start in July 2020.

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