The criminalisation of sex workers’ clients is often claimed to be part of a new legal framework to eradicate sex work and trafficking by ‘ending demand’. In 1999, Sweden criminalised sex workers’ clients and maintained the criminalisation of third parties such as brothel-owners, managers, security and support staff. The individual selling of sex remained legal. This model is frequently referred to as the ‘Swedish’, ‘Nordic’ or ‘End Demand’ model. There is great pressure in many countries to advance such legal and policy measures. The damaging consequences of this model on sex workers’ health, rights and living conditions are rarely discussed.