Despite the much-touted 'sexual revolution', during the 1960s-70s, at the time most Western education systems avoided sex education. This article identifies contradictory discourses about sex as manifested in two distinct cultural expressions that co-occurred in those years in the UK. The first represented mainstream social conservatism - in the form of short sex education films produced for schools and colleges. The second, more radical alternative was the British-Australian underground magazine "Oz," which expressed the sexual freedom of the counterculture. Both are discussed from the perspective of visual cultural history as competing agents of sex education - one reproducing the conservative paradigm, and the other aiming to dismantle it. While the films took a biomedical and preventive attitude to sex and embodied a patriarchal heteronormative approach , Oz supported sexual freedom and shattered taboos about such issues as abortion and sexual diversity, as well as celebrated women's sexuality. Nevertheless, male-dominant culture was also reflected on its pages, particularly in gratuitous images of female nudity. Despite this visual sexism, the article highlights the magazine as a countercultural entertainment medium educating for sexual pleasure and offering a creative, nonconformist perspective on sex that was way ahead of its time, and also of our own.