What do we gain by pathologizing it in newspaper headlines? Fetish is relatively value neutral, just a blank way of conveying the fact of his desiring it (against the current of normalcy).

If, as you imply, most people would stop a friend who did this, then it sounds like society already has the right attitude against it, and underscoring our concern by turning it into explicit disapproval at every mention is just lathering on a layer of censoriousness or shame.