Formula 1 chiefs have announced that the championship will end the tradition of using grid girls from the 2018 season.
The move will apply to all support events at grand prix as well as F1, and comes as part of Liberty Media's revamp of the world championship.
F1 commercial chief Sean Bratches said that it was felt using grid girls no longer fit with the new brand image that Liberty wants for grand prix racing.
"Over the last year we have looked at a number of areas which we felt needed updating so as to be more in tune with our vision for this great sport," he said.
"While the practice of employing grid girls has been a staple of Formula 1 grand prix for decades, we feel this custom does not resonate with our brand values and clearly is at odds with modern day societal norms.
"We don't believe the practice is appropriate or relevant to Formula 1 and its fans, old and new, across the world."
F1 is not the only sporting series currently rethinking its approach to using women in such a manner, with the UK's Professional Darts Corporation (PDC) causing controversy last week when it scrapped the use of walk-on girls.
Several players criticised the move and a petition from fans for the PDC to change its mind was signed by more than 30,000 people.
The darts authorities of other European nations said they would keep the long-standing tradition of using walk-on girls.