An organization that campaigns against pornography wants retailers to cover up a Sports Illustrated cover.
The cover is the annual "Swimsuit" issue, which came out February 9 and features 24-year-old model Hannah Davis.
But it's what she's doing – pulling down her bikini bottom - that's is causing the controversy. That's why the National Center on Sexual Exploitation says SI has "sunk to a new low" with its latest issue.
"It's blatant pornography," says spokeswoman Dawn Hawkins, "and the problem is this magazine is going to be in public display, usually at checkout counters and retail shops all around the country."
The cover was controversial enough that the "Today Show" covered up Davis' torso when the morning show interviewed her and showed the cover to viewers.
In a poll by US Weekly, 68 percent of readers said the covered resembled pornography.
Hawkins says her organization is asking retailers to remove the magazine from the checkout lines - and hence away from children. The new issue deserves to be wrapped in a cover like a pornographic magazine, she says.
National Center has contacted Walgreens, and Barnes and Noble, and both refused to remove the magazines.
"I'm hearing from many of our supporters saying that they've said something to their local store managers," says Hawkins. "And I think more people that speak up and say something like that to mangers, that goes up the chain and it makes it to corporate headquarters."
National Center on Sexual Explitation was formerly known as Morality in Media.