Croydon Council has applauded the Metropolitan Police initiative to crack down on newspapers that run adverts for sex establishments.

Last week we reported on an unprecedented police plan to stamp out this trade in human flesh.

Police officers pledged to prosecute newspaper editors and publishers who continue to run advertisements for sex establishments in the back pages of their newspapers.

In the week the UK celebrates its first ever anti-slavery day, Councillor Mike Fisher, leader of the council, said: “It’s inappropriate for any product that enters a home uninvited to promote tawdry services such as so-called adult services.

“I applaud anyone taking a stand against this kind of tasteless advertising. Newspapers owners who resist the temptation of making dirty money from advertising which demeans women and potentially exposes them to harm are to be encouraged.”

The police move comes after a number of court cases against sex traffickers show they advertised their services in local newspapers.

Earlier this year, MPs introduced an anti-slavery day into law to raise awareness of the thousands of people trafficked into the UK every year.

It is estimated 4,000 women a year are trafficked into the country, many of these pass through London forced to work as sex slaves against their will, seeing up to a dozen men a day.

Research shows Croydon has the third largest sex industry in London with a large majority of women working in brothels trafficked into the country or forced to work against their will.

In 2008 Newsquest, publisher of the Croydon Guardian, took the decision to ban the adverts from all 305 of its titles nationwide after becoming convinced of the link between these adverts and women trafficked into the country for sex.

aroness Sarah Ludford, MEP for London, who is championing the initiative, said: "I fully support a Metropolitan Police crackdown on the criminal pimps behind the sex adverts in newspapers.

"It would be fitting if the UK’s first ever anti-slavery day could be marked by rooting out the exploitation of women – but also children and men – held as virtual prisoners in brothels disguised as ‘massage parlours’ or ‘escort services’.

"The fight against human trafficking needs to be conducted on an international and European basis, not stop at Croydon’s, London’s or even the UK’s borders.

"I hope the Government will sign up to a strengthened EU anti-trafficking regime so co-operation across Europe can put the gangs responsible for this human misery behind bars."