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When she thinks Fanservice is too embarrassing for her. note 

Krusty: Now, boys, uh, the network has a problem with some of your lyrics. Would you mind changing them for the show?
Red Hot Chili Peppers: Forget you, clown. Our lyrics are like our children, man. No way.
Krusty: Well, okay. But here, where you say, "What I got/You gotta get/And put it in you" — how about just, "What I'd like/Is I'd like to/Hug and kiss you"?
Red Hot Chili Peppers: Wow, that's much better. Everyone can enjoy that.
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The chaste twin of Hotter and Sexier, when something is Tone Shifted to be far less sexual and vulgar than an earlier incarnation or installment.

Possible reasons for this shift in tone include the creators thinking of the censors, wanting a bigger audience for their material, or the former sexual content being an Old Shame.

One tool creators might use to achieve this includes the Digital Bikini, especially in anime works.

Also related to Bowdlerise, which is about editing questionable or offensive content from a work; and Lighter and Softer, especially when the work opens itself up for children.

Related to Lighter and Softer and Adaptational Modesty. Compare and contrast Younger and Hipper, and see also Tone Shift.

Not to Be Confused with Bleached Underpants, where a creator's works become tamer and chaster over the course of a career. This trope refers only to changes within a single work or franchise.

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Examples:

    open/close all folders 

    Anime & Manga 
  • In Axis Powers Hetalia along with becoming Lighter and Softer, the Fanservice, while still very present, is a lot less than in the earliest strips. The earlier strips had a lot more Black Comedy Rape and much more Homoerotic Subtext, some so blatant it could only be called text. Some of the old fanservicey strips were even deleted. Ironically, inverted with the fifth season of the anime. After 4 seasons of toning down the fanservice, the 5th season goes all out in pandering to the Yaoi Fangirls, animating some of the raunchiest strips such as April Fools 2011 and Buon San Valentino.
  • The first Devil Hunter Yohko OAV had scenes that bordered on softcore porn, like a Brainwashed and Crazy Osamu's Attempted Rape of Yohko. However, the OAV after that one were Lighter and Softer to appeal to younger audiences.
  • The Electric Tale of Pikachu is notoriously Hotter and Sexier than anything else Pokémon related, no small part in thanks to the fact the mangaka is also a hentai artist. Later chapters attempted to tone down the sexuality though, including swapping Misty's stripperific design for something resembling her anime design more.
  • Downplayed with Food Wars!: While the signature food-gasms of the manga can still result in sexy scenes, there have been an equal amount of times where the food-gasms simply are used for comedy rather than fanservice, which includes characters becoming vegetable-themed magical girls, a parody of Free!, etc.
  • The Latin American version of Kishin Douji Zenki was toned down in various scenes which shown Full-Frontal Assault, changing and extending other scenes, since the anime was adapted to be emitted for younger audiences during the "anime fever" of The '90s.
  • Lyrical Nanoha is this compared to its parent series Triangle Heart 3: Sweet Songs Forever. While that latter was an Eroge, Nanoha at most goes for some Fanservice and is firmly in No Hugging, No Kissing territory.
  • The original K-On! manga had some notable moments of Fanservice (like Mio's infamous and very blatant Panty Shot and many of the costumes Sawako makes), but the anime greatly tones these elements down.
  • Mezzo Forte: The two-episode OVA featured full, well-animated, sex scenes worthy of an adult rating. However, the television series cuts out the sex, but maintains some of the hardcore violence.
  • Mahou Sensei Negima! is known for having a fair deal of fanservice, but Studio SHAFT's adaptation Negima!? had none.
  • Zigzagged in Miss Kobayashi's Dragon Maid. The anime is, on average, significantly less risque than the manga and focuses more on the themes of found family, but at the same time Kyoto Animation added fanservice to scenes where none existed in the manga (most prominently seen in the Beach Episode, where they had Lucoa come along).
  • One Piece Film: Gold took place on a Las Vegas style resort island and was full of sexy & busty women in skimpy outfits with lots of Gainaxing and Male Gaze (including from Nami who starts the movie wearing only a bikini). The follow-up film One Piece Stampede heavily tones it down, with almost no skimpy outfits and no jiggling. Nami's outfit throughout is even sensible (by her standards). This is likely due to Film Gold getting heavily edited in China, so Toei didn't want to do that for Stampede.
  • Outlaw Star:
  • Papillon Rose lampshades this the New Season by the once perverted cat Rama, saying the titular heroine needs a new weapon and attack move.
  • The anime adaptation of Sgt. Frog still has some Fanservice, but it's a lot more toned down in comparison to the original manga. Even the art style is modified to look more family-friendly.
  • The earliest chapters of Soul Eater had some rather crass fanservice (for instance, Black Star once lifted up Tsubaki's skirt while interrogating Sid) that later chapters and the anime adaptation leave out.
  • Complaints from Japanese parents caused the Yo-Kai Watch anime to tone down its jokes in later episodes.

    Comic Books 
  • Archie Comics featured quite a bit of fanservice from the 40s-80s and had several issues that had the characters making sexual references. Afterwards, Archie made an attempt to portray their characters as chaste. This included censoring sexual jokes in re-issues, essentially banning certain issues from being re-issued, and attempting to outright retcon Cheryl Blossom away in the early 2000s. Eventually, Archie did away with these restrictions and in the 2010s began embracing the Hotter and Sexier treatment.
  • DC Comics' universe reboot The New 52 has Supergirl, whose costume shows a lot of leg but otherwise has been notably downplayed in favour of a more ordinary teenaged girl look; Power Girl, who for about a year had a much more modest costume that even lacked her infamous "boob window"; and the Star Sapphires in the Green Lantern books, whose new costumes aren't nearly as Stripperiffic as the old ones.
  • Starfire has always been a stripperific Ms. Fanservice but the New 52 reboot made her more so than before. This was met with heavy criticism, resulting in her eventual redesign to be more like her cartoon counterpart. Her costume still shows skin but in a far tamer manner.
  • Spider-Woman spent decades as one of Marvel's Ms. Fanservice heroines, with her very skintight outfit that highlights her large breasts, and frequent Male Gaze shots of her behind. Jessica Drew would then change her costume to a far more modest outfit in her 2014 series, which no longer highlighted her body in such a way and the Male Gaze elements were gone. That said, this ended up being temporary due to Status Quo Is God, and the 2019 Strikeforce saw her returning to the classic skintight outfit once again.
  • Elizabeth "Betsy" Braddock gets to play with this trope thanks to Excalibur (2019). For years after she had her mind swapped with the ninja assassin Kwannon, Betsy was known for her "ninja thong swimsuit". Once she reclaimed her original body, she started to tone it down. Now that Kwannon is in her old body again and is pulling that shift with that outfit, Betsy gets to become Captain Britain and the armor she wears covers a lot of skin.
  • Wild CATS' Void has an appearance that is essentially "what if the Silver Surfer was a hot woman?" Her original appearance was of a human face on a silver female body that accentuated all her curves. The rebooted version present in The Wild Storm has the same backstory of a Russian woman who was changed by a space experiment, but she wears her astronaut outfit, which isn't form fitting, and gives off more of a cute vibe. Taken a step further when it's revealed that this isn't her real appearance, but just something she does to appear more human — she's actually a faceless silver humanoid figure that possesses no physical sexual characteristics at all.

    Films — Animation 
  • Tinker Bell from Disney's adaptation of Peter Pan was as much of eye-candy as Disney would allow at the time. Tinker Bell however ended up being so popular that she became Disney's second mascot, right after Mickey Mouse. This involved her rambunctious personality being dialed down and her design being softened up. This is especially noticeable in the Perspective Flip spinoff Disney Fairies, where Tinker Bell is a sweet Plucky Girl instead of a hot-tempered Clingy Jealous Girl like she was in the film. Infamously, many executives at Disney in the mid-1900s hated how Tinker Bell was being toned down. Reportedly, a few artists in the '60s made a short animation of her and Jiminy Cricket from Pinocchio having sex in retaliation. It was used to prank new employees but its whereabouts are unknown nowadays.
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    Films — Live-Action 
  • Bumblebee has almost none of the raunchy sexual humor that Michael Bay's predecessors had. The female protagonist is also nearly fully clothed throughout the film, unlike the female characters in Bay's series.
  • Aladdin (2019) has Princess Jasmine wearing a more covered outfit despite showing a bit of cleavage, contrast to the original Disney cartoon which has her as a Bedlah Babe.
  • In Birds of Prey (2020), Harley Quinn's costumes are a bit less revealing than in Suicide Squad (2016), but more importantly the film has much, much less Male Gaze.
  • Rum Tum Tugger in Cats is still Mr. Fanservice but isn't as flamboyant or as sexualized as his traditional version in the Cats play.

    Literature 
  • The film and TV adaptations of Logan's Run had to be by comparison to the novels, which was a case of Tropes Are Not Bad and understandably so. The original novel had things like orgy houses with glass walls where strangers could hook up, watch, and be watched by others having anonymous sex, with a thirteen-year-old girl propositioning the protagonist by saying she was sexually skilled above all others available and another minor character saying she was sexually involved with a boy ("boys" and "girls" in this setting means ages 7-13)! Casual drug use was also very common. Needless to say, the adaptations bumped the death age from 21 to 30 and greatly toned down the oversexed setting. They also changed Logan's character from a near-sociopath Consummate Professional hitman who had been looking for Sanctuary in order to be a legend in destroying it in the original books to a bit more of a Adaptational Nice Guy; Michael York's Logan was more or less a Jerk with a Heart of Gold who got drafted into the job, and Gregory Harrison's was a soft-spoken Hitman with a Heart who was already questioning things before he ended up running.

    Live-Action TV 
  • Game of Thrones: The first three seasons weren't averse to erotic scenes at all. Season 4 onwards contains far fewer of them.
  • NYPD Blue started as a very Grim And Gritty Police Procedural with nudity and swearing on broadcast TV. After the first year the nudity was toned down and eventually disappeared, and the swearing likewise dwindled during the course of the show, so that by the end of the run a viewer would be hard pressed to find anything out of the ordinary about it.
  • Although Supernatural has never been blatantly oversexualized, the early seasons did make use of the fact that its two male leads are very attractive, using shirtless scenes, sex scenes, lots of talk of one-nighters, and the tag line "Scary is the new Sexy". By the seventh season, these have all but disappeared and it's rare to see any of the leads not fully dressed in three layers. In-universe, it's a sign of the characters aging in a "been there, done that" fashion. When the series started, Dean was 26; by season 15 he'll be 41.

    Music 
  • Zigzagged but mostly played straight with X Japan over the 2008 reunion and forward, which used to have songs such as Stab Me In The Back, Orgasm, Standing Sex, and the like — as well as lots of onstage man-on-man fanservice - as a regular feature of the setlist for almost all live shows. Post 2008, Orgasm was the only one to remain in the setlist (and only then) for certain shows for the full version — the gigs outside Japan didn't even feature the full version, if they featured it at all), and most of the homoerotic fanservice became more of the Witty Banter and Call-Back variety.
  • Janet Jackson's 2015 album "Unbreakable" was almost free of sexual content, and is very tame compared to her previous albums. She is also now fully clothed in concerts, with no suggestive choreography.

    Toys 
  • Bratz:
    • The dolls were always controversial for being too sexualized and mature for their target audience of 9-to-12 year olds. In the 2010s, the series attempted to retool itself with a more G-rated image. Gone was the emphasis on fashion, the dolls were now about creativity and taking selfies. This turned the title of the series into a bit of The Artifact as the girls were no longer "bratty". The reboot ended up bombing. They also created the Bratzillaz line of dolls, which were cuter in style but were "creepy" dolls based on Monster High.
    • The Bratz Babies and Bratz Kids lines originally dressed in Age-Inappropriate Dress. This was later toned down so that the girls dress more like normal children.
  • Monster High itself had a lot of Parental Bonuses that was eliminated once the franchise got rebooted.

    Video Games 
  • Bombshell and its prequel Ion Fury, despite their relation to the Duke Nukem series, has very little if any sexualization. Amusingly, Ion Fury itself is Bloodier and Gorier in relation to the other two.
  • Dead or Alive 6 has less lewd material to focus more on the gameplay, even showing in trailers and gameplays more males (Hayabusa, Zack, Jann Lee, and Hayate) than females (Kasumi and Helena), both of them with less curves and more coverage (especially Kasumi). Being an installment in a game series notably known for the Fanservice and the Stripperiffic clothes for women, fans weren't happy with the decision.
  • Dynasty Warriors:
    • Zig-zagged with Zhenji, whose outfit seems to rotate between modest and revealing every game. She starts out Stripperiffic in 3, then turns modest in 4, then back to Stripperrific in 5, then back to modest in 6, then back to Stripperiffic again in 7 before finally settling on modest for good from 8 onward.
    • 9 in general tones down many of the series' blatantly and unrealistically provocative clothing in favor of more practical ones. Resident Ms. Fanservice Diaochan, for example, replaces her literally Chinese stripper attire from 8 with a classy blouse, although she still bares her left leg. Even the male characters are affected; Zhang Bao, well-known in his debut game for taking a cue from his father and baring his torso (showing his ripped abs in the process) is now more modestly dressed.
  • The first two games in The Elder Scrolls series, Arena and Daggerfall, both feature topless female characters and generally sexier outfits. Starting with Morrowind, topless characters are removed and clothing in general becomes much more conservative. Come Skyrim, Amazonian Beauty Nords and Nubile Savage outfits (such as the Fur and Forsworn armor sets) make a comeback, but are still nowhere near as sexualized as earlier entries in the series. The modding community, on the other hand...
  • Fallout 4 is far cleaner than the other games in the series. There are no brothels (even though Goodneighbor is based on Scollay Square, which was once a Red Light District in its real life namesake), prostitutes or sex slaves anywhere in the game, and raider women tend to dress far more modestly. Outside of implications in a single character's backstory, there is also not a single instance of rape, despite the setting. If the player romances any of the companions, consummation is a simple fade-to-black, a cartoony picture of Vault Boy waking up only wearing pants, and a mildly suggestive comment, as opposed to the previous game going for a much longer fade-to-black and loud moaning.
  • After Fire Emblem Fates dialed Fanservice up to eleven and received criticism for class outfits that are one thread short of an M-rating, Fire Emblem Echoes: Shadows of Valentia and Fire Emblem: Three Houses featured more modest character designs.
  • God of War (PS4) has absolutely no sex scenes and minigames, and every female character that appears in the game is respectfully depicted and treated, including Kratos' late wife.
  • After being Hotter and Sexier in the third and fourth installments, Cortana from Halo was redesigned so she doesn't look like she's nude anymore and, as of the fifth game, has a spacesuit-esque body. It helps that as of 2015, she is practically Microsoft's mascot, although outside of Halo she is represented as a blue circular halo.
  • While the Hitman series has had a fairly dark and adult tone since the third game, Contracts, the devs seem to have felt that they may have taken things a bit too far with the fifth game, Absolution, whose lurid, Grindhouse-inspired aesthetic (including a team of S&M latex-wearing dominatrix nuns as enemies) was widely panned by famous cultural critics and even mainstream press outlets. The sixth and seventh games in the series, Hitman and Hitman 2, were a return to the more James Bond-esque "international man of mystery" vibe of the first two games in the series, and the games even include an Assassin's Creed-style disclaimer stating that the games were made by a diverse, multi-gender, multi-ethic team.
  • Mass Effect 3 both plays this trope straight and inverts it compared to the previous games: your squadmates now wear more conservative clothing this time around (the former squadmate who wore nothing but tattoos from the waist up included), and mentions of sex outside of romance subplots take a back seat to trying to save the galaxy. On the other hand, the sex scenes are even more risque than the first game, showing much more skin than before.
  • In Mortal Kombat X, female characters (most notably Kitana) wear clothes that cover more than previous entries, as the design team strove for outfits that were more realistic while still appealing.
    • Mortal Kombat 11 would tone down sexiness to an even greater extent, among the most notable being Skarlet—who trades in the barely-there wear from her debut to a red/black bodysuit for assassination that reveals her face and cleavage at the most. Presumably due to fan complaints, this was later reversed back to MKX levels through DLC, with Sindel's default outfits showing a decent amount of skin, and Kitana, Jade and Skarlet receiving outfits resembling their Mortal Kombat II leotards.
  • The original release for Ninja Gaiden 3 (2012) really tried to make the series a little more grounded, with Ryu only equipping what he has in hand, no unexplained magic save statues, etc. That also extends in the attempt of toning down the provocative designs the series has been known for under Team Ninja’s hands, all new females seen are dressed quite modestly compared to what the series has provided before, with only Momiji sticking out as she still wears her original outfit. Then comes the Razor’s Edge re-release in 2013, the same way it tried to undo some of the attempts at making the series more grounded, it also brought back some of the risqué content, the new cutscenes with Ayane contain some little nudity and gratuitous breast jiggling.
  • The Soul Series, a franchise that's very well-known for its emphasis on fanservice, temporarily became this in Soulcalibur V, in which the new head of the dev team, Daishi Odashima, specifically wanted the series to be taken more seriously and be less dependent on it. Ivy, the poster girl for fanservice in the series, received a more modest outfit, while the many of the other female fighters were cut out due to a 17-year Time Skip as smaller-chested successors took their place. One of the few returning female combatant was Hilde, the armor-wearing Token Wholesome princess from IV, still as wholesome as ever, though this was arguably counterbalanced by fellow veteran Tira—never a modest dresser to begin with—having perhaps her most scanty default attire to date, as well as newcomer Elysium taking on the form of Sophitia, but with even less clothing than the Grecian holy warrior wore in III and IV. Furthermore, there was much less Male Gaze and butt jiggle physics were cut. Again, this change was temporary — Odashima subsequently left Project Soul after the game's poor reception (for reasons unrelated to scaling back the fanservice), and all marketing following V heavily featured fanservice, culminating with Soulcalibur VI being a return to form and quite possibly embracing its sex appeal most out of any game in the series.
  • Saints Row IV is a minor case. Many of the Fanservice elements and Stripperiffic potential is still very much there, right up to the Sex Appeal slider and a pretty lengthy segment where the player spends a whole mission in the nude for a very justifiable reason (although it's not sexualized at all), but unlike Saints Row: The Third the game is not overdosed with sex jokes at every turn—in fact, there are very little, and with more general humor, Reference Overdosed, and Affectionate Parody in their place.
    • And then Saints Row: Gat Out of Hell had no nudity at all, with the references to the Lust sin simply being Played for Laughs. In Europe it even received a lower rating (PEGI 16) because of this (as well as the fact that almost all of the enemies aren't human looking anymore).
  • Agents of Mayhem, the Saints Row Spin-Off, takes it much further. This time around, the fanservice is minimal at best, with many women not being played for fanservice at all. The game even includes a fully-covered Middle Eastern heroine as a playable character.
  • The Sims:
    • Since 3, they have made Woohoo less explicit. In 1, using the vibration bed introduced in the Livin' Large expansion (the only way to have sex in the game), Sims are naked (but pixellated) when they get out from other the covers. In 2, Woohooing (now can be done in any double bed) will end with both participants wearing underwear and the default setting has a rather raunchy, although still PG-level, cutscene. In 3 and 4, Woohooing is basically just shown as is above the sheet, and it ends with both participants wearing what they wore previously. Even if one managed to noclip, the movements are completely random and anatomically impossible instead of anything titillating.
    • Although all the games have been rated T, the first game had a bit more raunchy elements to it than subsequent games. In addition to the vibrating bed that Sims use while naked, there were scantily-clad dancers that jumped out of a birthday cake, among several other things.
  • Rouge the Bat, Ms. Fanservice of Sonic the Hedgehog, was given a bodysuit in Sonic Heroes, covering her shoulders, arms, and back and intending to make Rouge less provocative. The effect was the opposite and she was changed back to her revealing catsuit in future titles.
  • Leisure Suit Larry 2: Looking for Love (in Several Wrong Places), became infamous for having the sexual humor of the original tone downed considerably (at the request of Sierra Online) compared to Leisure Suit Larry'. This is the a big reason why the game does not include any age verification (unlike the first game) and is also likely why the game was not as big of a seller either. Al Lowe and Sierra Online would correct their mistake in the third game of the series, which marked a return to the sexual humor.
  • Lara Croft from the Tomb Raider series went through a good portion of her life as a video game icon with two major traits: she is a badass adventurer and she is quite sexy, Lara’s image was heavily promoted as such for about 12 years, through two separate continuities; however, the third continuity which began in 2013 presented itself with a new take on Lara’s image, while she remains the same adventurer as always, the sex symbol image was discarded, despite Lara remaining as beautiful as always, she isn’t presented with sexually suggestive profiling and clothing anymore.

    Western Animation 
  • Alvin and the Chipmunks: The Chipettes started off as tame Distaff Counterparts to the main trio, but by the mid-80s they were (intentionally or not) much less tame than before. They often wore Age Inappropriate outfits and did risque dance moves for characters who were implied to be eight at least once. The Alvin and the Chipmunks live-action film attempted to do away with their midriff-baring outfits and short skirts. Alvinnn And The Chipmunks portrays them in a similar fashion.
  • Betty Boop is possibly one of the earliest examples — the advent of The Hays Code forced the producers of the cartoon to change her from a flirtatious flapper in a very short dress to a much more conservatively dressed spinster/career girl. This was eventually undone years later. Betty Boop has since gone back to being a sexy flapper in a red dress.
  • Totally Spies! not only had heavy amounts of sexual innuendo, but used Baleful Polymorph to check every item in the fetish list (giantess, shrinking woman, muscle growth, weight gain, age progression, age regression, werewolf-like transformation, etc.). The spinoff, The Amazing Spiez, has none of that.

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