While John Oliver is leading the social media news cycle on Twitter for his latest segment on Australia’s plain packaging cigarette laws, another segment of his latest show caught our eye.

Oliver has asked how on earth the Sports Illustrated annual swimsuit edition is still running.

In his popular ‘How Is This Still A Thing’ segment of Last Week Tonight, Oliver asked the question billions of women have been wanting an answer to since 1964. Why are we still subjected to the once a year parade of t**s and a**?

For parents trying to educate their daughters on the dangers of wrapping your self worth in a bikini, you need look no further.

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Oliver has managed to point out every ridiculous aspect of the swimsuit issue, simultaneously making a mockery of the “gross” old men who buy it.

“Sports Illustrated, the preferred magazine of every man in the crapper since 1964,” the segment starts with.

“It was a perfect expression of the 60s, a time of such rampant casual sexism that it eventually gave birth to the sexual harassment in the workplace film.”

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Oliver questioned why the magazine, which sells 800,000 copies each February, still exists when it’s far easier to use Google to find sexually explicit photos.

Sports Illustrated is known for pushing the boundaries, often photographing almost-nude women on its cover, alongside culturally inappropriate backgrounds, to stay ‘relevant’ – or at least popular.

The most recent edition, released this month, featured cover girl Hannah Davis teasing the reader with a come hither look, while she almost exposed her entire lower half.

To this, Oliver answered critics questions ‘How low can they go?’. “The vagina. The vagina is what’s left,” the voiceover said.

“One of these years, in an act of desperation, SI will probably put one on the cover.”

Do you think Sports Illustrated is irrelevant?