Viz, the magazine that brought us the Fat Slags, Sid the Sexist and a range of politically incorrect icons, has finally won its battle to be moved off the top shelf.

And in a move that reflects men's magazines' increasing leaning toward lad culture, the comic is now being classified as a "men's lifestyle" title.

WH Smith has confirmed it will move the magazine, published by John Brown Publishing, from its adult humour/graphic novel ghetto and on to the lower shelves beside Loaded, FHM and Maxim.

Ed Axon, publisher of Viz, said the move highlighted today's more tolerant attitudes towards taste and decency.

"There has been a major shift in public attitudes towards what is seen as acceptable over the past 10-15 years," he said.

"This is reflected in the controversial content of most men's magazines. It's therefore right Viz has been repositioned to join the men's lifestyle section.

"I am only thankful for WH Smith's measured approach to the subject."

Viz, which was started by Chris and Simon Donald, became one of the publishing sensations of the 80s when it accelerated the backlash against political correctness.

Its star waned in the 90s after the lads' magazine explosion.

However, John Brown Publishing is hopeful the move by WH Smith could rejuvenate the title's fortunes.