The Government has pledged to work in partnership with the local newspaper industry as part of a range of measures to clampdown on sex trafficking.

The move comes after a meeting between the Newspaper Society, Advertising Association, ASA and senior ministers.

It was prompted on the back of fears over massage parlour ads in the classifieds section of newspapers.

The South Wales Echo was accused of hypocrisy after running adverts for massage parlours that had been exposed in the front of the paper as allegedly being part of sex-trafficking industry.

Harriet Harman, Minister for Women and Equality, said: "We had a very constructive meeting with the Newspaper Society and other industry figures and they absolutely share our concerns and condemnation of this relatively new phenomenon.

"Small ads at the back of local papers are often used to sell trafficked girls – things like 'new girls every day', 'international ladies 24/7' - which police believe can fuel the demand for these trafficked girls and perpetuate this trade.

"The industry is equally committed to tackling this horrific trade and has promised to look at the issue and I look forward to working with them in the future."

Newspaper Society director David Newell said he welcomed the opportunity to meet with ministers to discuss how all parties can work together to help combat the problem.

He said: "We will be examining the guidance we issue to publishers to ensure it fully reflects current concerns about trafficking, and will be raising those concerns with regional and local newspaper publishers."

The NS provides legal advice and guidance to members in the form of Ad Points to Watch, an A-Z of advertising law, and an ad control advice service. This warns publishers to be wary of ads, such as for massage parlours, which may disguise sexual services.

Action is being taken across the Government to tackle human trafficking and a number of initiatives are underway.

This includes the police-led operation Pentameter 2 and the 'Open Your Eyes' posters which aim to highlight the problem and encourage people to be vigilant and report any signs of trafficking.

As part of this action, the Government feels it is important to address the issue of small adverts in the back of newspapers which ACPO have said can fuel the demand for trafficked women.

Home Office Minister Vernon Coaker chaired the meeting, which was attended by Minister for Women and Equality Harriet Harman, Home Office Minister Vernon Coaker, DCMS Minister Margaret Hodge, Solicitor General Vera Baird, David Newell from the Newspaper Society, Christopher Graham from the Advertising Standards Authority, Roger Wisbey from the Committee of Advertising Practice, and Baroness Buscombe from the Advertising Association.