Page 3 of The Sun newspaper was a long-running British tabloid feature that displayed topless female models, becoming one of the most recognisable and controversial elements of UK media culture from 1970 until its quiet removal in 2015. It shaped tabloid sales, influenced popular culture, launched modelling careers, and sparked decades of debate around sexism, feminism, and press ethics.
This guide explains exactly what Page 3 was, why it existed, how it operated day-to-day, who appeared on it, how much models were paid, why it became controversial, and what replaced it after its end. You’ll also learn how Page 3 affected British society, advertising, feminism, and media regulation, plus practical historical details often missing from surface-level summaries.
By the end, you will understand Page 3 Sun as more than a topless photo page. It was a commercial strategy, a cultural symbol, a flashpoint in gender politics, and a case study in how public attitudes evolve faster than legacy media institutions.
What Page 3 Was
Page 3 was a daily feature in The Sun, a UK tabloid newspaper, traditionally appearing on the third page and featuring a topless female model alongside a short caption. It began in November 1970, shortly after Rupert Murdoch acquired the paper.
The concept was simple: glamour photography mixed with accessibility. Models were usually smiling, photographed against neutral backgrounds, and presented as “ordinary British girls” rather than distant celebrities. This formula helped The Sun distinguish itself from competitors and drove circulation growth throughout the 1970s and 1980s.
Page 3 became a defining element of The Sun’s brand, to the point where the phrase “Page Three girl” entered everyday British language.
Why Page 3 Was Created
The primary reason Page 3 was introduced was commercial competition. In the late 1960s, British tabloids were locked in a circulation war, and visual appeal was increasingly important.
Rupert Murdoch recognised that mild sexual imagery could increase reader attention without crossing UK obscenity laws. By placing the feature early in the paper, it became unavoidable and habitual for readers, reinforcing daily purchasing behaviour.
It was also positioned as playful rather than explicit, aligning with the permissive cultural mood of post-1960s Britain while still appealing to mass audiences.
Early Years and Expansion
In its early years, Page 3 models sometimes appeared clothed or semi-clothed, but full topless imagery quickly became standard. By the mid-1970s, Page 3 had become a daily feature with consistent formatting and tone.
The paper invested in professional photography, model scouting, and brand recognition. Models often became semi-famous, appearing at promotional events, nightclub openings, and television programmes.
By the 1980s, Page 3 was one of the most recognisable newspaper features in the UK, even among people who did not regularly read The Sun.
Who Appeared on Page 3
Page 3 models were typically 18–25 years old, British, and not already famous. Many were recruited through modelling agencies, reader submissions, or talent scouts.
Famous Page 3 alumni include Samantha Fox, Katie Price (Jordan), Jo Guest, Maria Whittaker, Linda Lusardi, and Keeley Hazell. For some, Page 3 was a stepping stone into music, television, reality TV, or mainstream modelling.
While some models described the experience as empowering and lucrative, others later spoke about pressure, objectification, or lack of long-term protection.
How Page 3 Worked Daily
Each day, one model was featured with a short caption including her name, age, hometown, and sometimes a light-hearted quote. The tone was deliberately casual and friendly.
Photos were taken in controlled studio environments or holiday locations, often weeks in advance. Editorial staff selected images based on visual appeal, variety, and reader feedback.
Despite its simplicity, Page 3 followed strict internal guidelines on posing, lighting, and framing to maintain a consistent look across decades.
Payment and Contracts
Page 3 models were typically paid between £250 and £1,000 per shoot, depending on era, popularity, and exclusivity. High-profile models could earn significantly more through repeat appearances and promotional work.
Most appearances were one-off contracts, meaning models did not receive royalties for reprints or online use. This later became a major criticism as digital distribution expanded.
For many young women, Page 3 offered fast money and exposure but limited long-term financial security.
Cultural Impact in Britain
Page 3 influenced British culture far beyond newspapers. It shaped ideas of glamour, femininity, and “lad culture” throughout the late 20th century.
References to Page 3 appeared in television, comedy, advertising, and music lyrics. It became shorthand for tabloid excess and working-class masculinity.
At the same time, it reinforced narrow beauty standards, which critics argue contributed to harmful societal expectations around women’s bodies.
Feminist Criticism and Protest
From the 1980s onwards, Page 3 became a focal point for feminist criticism. Activists argued that it objectified women, normalised sexism, and appeared in a newspaper read by children.
Campaigns intensified in the 2010s, particularly with the “No More Page 3” movement. Protesters targeted advertisers, politicians, and retailers stocking The Sun.
Public opinion gradually shifted, especially as digital media offered alternatives that did not rely on printed sexual imagery.
Political and Regulatory Pressure
Members of Parliament repeatedly raised concerns about Page 3 in relation to gender equality and media responsibility.
While Page 3 never violated UK obscenity laws, critics argued it conflicted with modern equality standards. Retailers faced pressure over displaying the paper at child eye-level.
Although no formal ban occurred, the cumulative pressure made the feature increasingly commercially risky.
Page 3 in the Digital Age
The rise of the internet fundamentally changed Page 3’s relevance. Free online content reduced its shock value, while social media allowed models to control their own branding.
The Sun experimented with covered-up Page 3 images and online-only content, signalling uncertainty about the feature’s future.
Digital analytics showed younger readers were less interested, while advertisers became more cautious.
When Page 3 Ended
In January 2015, The Sun quietly stopped publishing topless Page 3 images in its print edition. No formal announcement was made.
Editors later confirmed the change was permanent, citing evolving reader expectations and commercial considerations. Covered glamour images briefly replaced the feature before it disappeared entirely.
The end of Page 3 marked the close of a 44-year chapter in British tabloid history.
What Replaced Page 3
After Page 3 ended, The Sun shifted focus toward celebrity news, sport, opinion columns, and digital subscriptions.
Online content became more video-led and personality-driven rather than image-based. Female representation also diversified, though critics argue tabloid culture still carries legacy issues.
The brand moved toward controversy through commentary rather than imagery.
Public Reaction to Its End
Reaction was mixed. Feminist groups welcomed the change as overdue, while some readers accused the paper of abandoning tradition.
Former models expressed divided opinions, with some praising the platform it gave them and others supporting its removal.
Overall, the reaction reflected broader cultural change rather than a single editorial decision.
Page 3’s Legacy Today
Page 3 is now studied as a media case study in journalism, gender studies, and marketing.
It demonstrates how commercial success can coexist with ethical controversy, and how public tolerance evolves over time.
While unlikely to return in its original form, Page 3 remains a powerful symbol of Britain’s tabloid era.
Practical Information and Planning
Page 3 is no longer published in print or online by The Sun.
Historic Page 3 images exist in archives, libraries, and private collections.
The Sun newspaper remains available daily in print and digital formats.
Researchers should expect access restrictions for archived material.
Cultural discussion now occurs mainly through documentaries and retrospectives.
FAQs
What was Page 3 in The Sun?
Page 3 was a daily topless model feature in The Sun newspaper that ran from 1970 to 2015.
Why was it called Page 3?
It traditionally appeared on the third page of the newspaper, making it instantly recognisable.
When did Page 3 end?
Page 3 ended in January 2015 without a formal public announcement.
Who was the most famous Page 3 model?
Katie Price and Samantha Fox are widely considered the most famous due to later mainstream success.
How much were Page 3 models paid?
Payments typically ranged from £250 to £1,000 per shoot, depending on era and popularity.
Was Page 3 illegal?
No, it complied with UK obscenity laws throughout its existence.
Why was Page 3 controversial?
Critics argued it objectified women and appeared in a widely accessible newspaper.
Did Page 3 help modelling careers?
For some women, it provided exposure and career opportunities; for others, it limited future prospects.
Is Page 3 still online?
The Sun no longer publishes Page 3 content online in its original form.
Could Page 3 return?
A full return is considered highly unlikely due to cultural and commercial changes.
What replaced Page 3?
Celebrity news, opinion content, and digital media strategy replaced the feature.
Is Page 3 studied academically?
Yes, it is frequently analysed in media, gender, and cultural studies.
Final Thoughts
Page 3 Sun was never just a photograph. It was a mirror of British society at a specific moment in time, reflecting attitudes toward sex, media power, and commercial journalism. Its rise and fall show how cultural norms shift, how media adapts under pressure, and how symbols can outlive their original purpose. Whether remembered with nostalgia or criticism, Page 3 remains one of the most influential tabloid features in UK history.
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