A new report is calling on sex adverts to be banned from local newspapers to avoid publicising sex trafficking.

The report, Reading between the Lines, which was commissioned by Labour MEP Mary Honeyball, also calls on the Newspaper Society, an organisation which represents and promotes local and regional media, to hold publishers to account and to ensure newspaper groups do not profit from publishing sex ads.

In 2008 the Croydon Guardian, along with its publisher Newsquest's 305 titles nationwide, took the lead in banning all adult advertisements after recognising the clear link between the adverts and women being trafficked for sex.

The report written by researchers Halliki Voolma and Melisa Trujillo, revealed local newspapers were used most by buyers of sexual services and the Big Brothel report identified 1,500 brothels using only London newspapers advertisements.

In 2010 the Metropolitan Police sent a letter to 170 editors of London newspapers, arguing there was a strong link between sex advertising and people traffic.

The Croydon Advertiser recently committed to banning sex adverts, but advertisements remain in other London newspapers such as the South London Press.

In the past hte South London Press has said it operates under Newspaper Society guidelines.

The report recommends for organisations to work together to address sex advertising,similar to the partnership between Croydon Community Against Trafficking (CCAT) and Newsquest.

It states: "A notable example illustrated in this study was the collaboration between CCAT and Newsquest that led to the later removing sex adverts from all its publications."

Croydon Community Against Trafficking chairman Peter Cox said: "The recommendations are a great first step which were shown by the Newsquest Group. You put human victims before profits, so others had to follow.

"We fully endorse what the report recommends and the next step is for the Government to monitor sex ads, police it, and hold people accountable. I hope we can still tighten up as a society as we learn more about this awful industry."

The report suggests a gradual phasing out of sex adverts would be more practical than a straight ban.

A spokesman for the Newspaper Society said: "The NS updated its guidance to members, following discussions with the previous government, to highlight concerns about the serious crime of human trafficking.

"The guidance has been further updated to take account of any relevant changes to the law or CPS guidance and periodically re-circulated to NS members.

"However, it is important to explain that the NS is not a regulatory body. The final decision on whether or not to run an advertisement would have to be taken by individual publishers. "