For years, Sainsbury's has deemed Front's mix of scantily clad girls, fashion and boozy tales too racy for its customers, refusing to list the title.
It is thought that Sainsbury's magazine buyers had issues with nudity on Front's covers.
Sainsbury’s so incensed McVey with its stance that he complained to the Office of Fair Trading. He believed Front was missing out on about thousands of copy sales a month.
He claims the title was being unfairly ostracised by Sainsbury’s, given that Front is sold in Asda, Morrisons, Tesco and other high-street stores.
Sainsbury’s sells other lads’ titles, such as FHM, Zoo and Nuts but each of the titles are sold behind modesty covers.
Sainsbury’s has been particularly active in protecting its customers from what it deems explicitly imagery.
The store places lads titles as high up on shelves as possible and at the back of the display racks.
Modesty covers, which are attached to display shelving, shield all covers of lads mags.
Sainsbury's introduced the policy after complaints from customers.
Sainsbury’s confirmed Front would be sold in its stores from July this year.
McVey and Front were unavailable for comment.
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