A Scandinavian hotel chain is removing pornography from the list of pay-TV channels at each of its 171 establishments and replacing it with contemporary art.
Nordic Hotels owner Petter Stordalen was inspired to take action after becoming involved with Unicef's campaign to help the 1.2 million children who are victims of trafficking and sexual exploitation.
The porn industry contributes to trafficking, so I see it as a natural part of having a social responsibility to send out a clear signal that Nordic Hotels doesn't support or condone this
Nordic Hotels owner Petter Stordalen
He said: "The porn industry contributes to trafficking, so I see it as a natural part of having a social responsibility to send out a clear signal that Nordic Hotels doesn't support or condone this."
Stordalen said: "It may sound shocking or unusual [to remove pay-TV porn], but everyone said that about the ban on smoking.
"We were the first hotel chain in the world to ban smoking and people thought we were crazy. Now it's totally normal for public spaces to be smoke-free."
A well-known philanthropist in Scandinavia, Stordalen is Norway's sixth richest person with a net worth of US$1.2bn according to Forbes magazine.