Sexual objectification always follows wins for women. It is an attempt to put women back in ‘their place’; that place being beneath men, individually collectively, metaphorically and literally. Commonplace sexual objectification sends powerful messages to women and children of course; but it also sends messages to men. It sends messages of assurance, messages that say no matter women’s gains towards equality in the workplace, in politics, in the home – women as a class can be, and are still, reduced to their sex alone: scrutinise-able, purchase-able and abuse-able.