Lithuanian parliament rejects proposal to restrict outdoor ads for adult products
The Lithuanian parliament has rejected a proposal to tighten restrictions on outdoor advertising for adult-oriented products, following a debate where lawmakers questioned whether such measures could extend to cultural traditions, LRT reports.
The draft amendments, submitted by MP Rimas Jonas Jankūnas of the Lithuanian Farmers and Greens Union, sought to ban outdoor ads for products and services intended for adults—including erotic goods—if they could be seen by minors. The proposal specifically targeted billboards, bus stops, and other public displays but excluded TV, radio, and online ads.
Presenting his initiative, Jankūnas argued that suggestive imagery in ads—such as “beetles on top of each other” or references to “active minerals after sex”—exposed children to adult themes prematurely. “Let’s leave adult games to adults. Don’t take childhood away from children,” he urged, claiming such ads were indistinguishable from those for sports supplements.
Opponents dismissed the proposal as excessive. Liberal MP Simonas Gentvilas noted that Scandinavian countries introduced sex education in schools decades ago, asking, “Where and when will children learn about these things if we lag 50 years behind?” Fellow liberal Edita Rudelienė mocked the focus on “beetles and bugs,” joking that the logic could lead to banning views of “mating swans” from windows.
Social Democrat Laurynas Šedvydis, chair of the Human Rights Committee, warned the debate risked spiraling into censorship of folk culture: “Today it’s beetles. Tomorrow, we might ban songs about stallions or rye gardens. Let’s protect our traditions.” Mixed Group leader Viktoras Fiodorovas added that outdoor ads were less influential than digital media among youth.
Supporter Ligita Girskienė countered that sexualized ads were “everywhere—on billboards, social media, TV,” pushing children toward premature interest in adult themes. Despite her appeal, the Seimas (parliament) voted down the amendments.
The rejected proposal would have required ads for age-restricted products to be inaccessible to younger audiences than the target consumer group (e.g., ads for 18+ products could not be visible to those under 18).