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Date:
August 7, 2021

LGBTQ+ Rights in Lithuania

While much of the European Union acknowledges and accepts LGBTQ+ rights and relationships, Lithuania has some of the strictest laws in the region. The Baltic Republic was originally part of USSR, which itself has a history of being unfriendly to LGBTQ+ people. In 2020, more than 16 years after joining the EU, Lithuanians continue to oppose granting the LGBTQ+ community the same rights as heterosexuals. According to surveys conducted by the European Commission, only 30% support same-sex marriages .

Same-sex activity, although legal since 1993 does not provide the same rights and legal recognition to the community that civil same-sex partnerships and marriages do. This bias prevalent in Lithuanian society and unsurprisingly offenses against the LGBTQ+ people often go uninvestigated or are dismissed outright.

Nongovernmental organizations like the Lithuanian Gay League (LGL) that fight for and represent the rights of LGBTQ+ people in the country have routinely raised the issue of the Law on the Protection of Minors against the Detrimental Effect of Public Information. The law was enacted to protect minors from information in the public domain that could negatively influence their mental well-being. In a contentious move, this law was amended in 2009 to include any information that could be construed as promoting LGBTQ+ relationships or way of life.

Numerous examples of censorship exist in the media of content involving the LGBTQ+ community. The award-winning band, Skamp, known for its fusion of pop, reggae and hip-hop music, saw the video of its song "Love Me Like There's No Tomorrow" banned because it included kissing scenes involving same-sex couples.

Elena Reimerytƒó's documentary "Spalvos" ("Colours") on gay parenting via surrogacy in the UK was removed from the Lithuanian national broadcaster LRT's platforms after homophobic protestors assailed its portrayal of LGBTQ+ family life; a world that deviates from the one the Lithuanian Constitution enshrines. The regulatory body ruled the program was not harmful to minors and did not violate any existing regulations.

LGBTQ+ suppression is also evident in the fairytale book "Amber Heart" by the author Neringa Dangvydƒó. Publication and sales were halted after complaints by conservative MP's with the University of Education and Office of the Inspector of Journalistic Ethics. The book conveys stories of both happy heterosexual families and homosexual families. The reason for the ban is-again-the distorted concept of family outlined in the Lithuanian Constitution.

After the author approached the courts, the publisher agreed to resume publication -- only under the N-14 label which deems the material to be inappropriate for children under the age of 14. A move widely condemned by NGO's around the world. Ultimately four Lithuanian-based organizations launched an international crowdfunding appeal to publish the book and distribute among local libraries.

Counter to conservative actions, openly gay filmmakers such as Romas Zabarauskas, want to change people's perspective. Romas's recent venture "The Lawyer" centers on the relationship between a gay Lithuanian lawyer and a bisexual Syrian sex-cam worker. It's the first mainstream Lithuanian film with male same-sex relationships as its focal point. Perhaps in a sign of changing times, Romas also managed to bag a 197,500 euros production grant from the Lithuanian Film Centre-a first for him. The film is scheduled for theatrical release in state cinemas in September 2020 after being postponed due to the Covid-19 pandemic.

Organizations such as the LGL and individuals like Romas continue to push societal and constitutional reforms toward a diverse and accepting Lithuanian society. It is also incumbent on the State to consider revising existing laws that lead to discrimination on grounds of sexual orientation. Perceived family values from the times under the USSR are the main obstacle to the advancement of LGBTQ+ rights. Lithuania's inclusion into the EU appears to be driving change as the European Parliament acts to protect the rights of the LGBTQ+ community by asking member states to approve anti-discriminatory laws. There remains a lot of work to be done in the Baltic state but the LGBTQ+ community in Lithuania is finally beginning to see some acceptance.

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Experience SpherexAI at NAB 2025

Spherex is headed to Las Vegas for NAB 2025, and we’re bringing a bold new expansion of our flagship product, SpherexAI. Join us at Booth W1456 in the West Hall of the Las Vegas Convention Center from April 6-9 to see how we’re transforming contextual advertising with cultural and emotional intelligence.

As the media and advertising industries look to AI for smarter targeting and better brand alignment, SpherexAI offers a groundbreaking solution. By analyzing the cultural and emotional context of streaming video at the scene level, SpherexAI helps advertisers engage audiences more meaningfully while reducing the risk of misaligned or unsafe ad placements.

The Power of Scene-Level Intelligence

At the heart of our advertising innovation is SpherexAI’s multimodal platform, which processes thousands of signals from every frame—visuals, audio, dialogue, and on-screen text—to create rich metadata that understands the tone, mood, and narrative context of video content.

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See It In Action

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Book a Demo

Ready to experience the future of contextual advertising? Book a meeting with the Spherex team or drop by Booth W1456 during NAB 2025. We’re excited to show you how scene-level cultural intelligence can elevate your strategy and unlock deeper audience engagement.

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Teresa Phillips Joins OTT.X Buzz Panel to Celebrate Women’s History Month

On March 19, 2025, Spherex CEO Teresa Phillips joined a distinguished panel of female executives for the OTT.X BUZZ session—Women’s History Month Edition. This engaging discussion covered the latest trends in OTT and digital video while shedding light on women's unique experiences navigating the media and technology industries.

Moderated by Charlene Polite Corley, VP of Diverse Insights & Partnerships at Nielsen, the panel featured:

  • Teresa Phillips, Chief Executive Officer, Spherex
  • Jenn Chen, Chief Revenue Officer, JWP Connatix
  • Maria Hellström, Chief Executive Officer, Codemill
  • Laura Martin, Managing Director, Senior Internet & Media Analyst, Needham & Company
  • Paige Sherman, Director, Digital Video Programming, Shout! Studios

Teresa shared valuable insights on leadership, career development, and the evolving role of women in media. Reflecting on her journey in a male-dominated industry and the U.S. Army, she emphasized the impact of mentorship and sponsorship in shaping successful careers. Offering practical advice for early and mid-career professionals, Phillips highlighted the importance of adaptability, recognizing career pivot points, and leading through times of transition.

Key Takeaways from the Discussion Throughout the session, the panelists tackled some of the most pertinent topics facing women and the industry today, including:

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  • Leadership in a Shifting Industry: The panelists reflected on how they’ve adapted to significant industry changes, from the rise of FAST channels to the increasing role of data-driven decision-making in content strategy.
  • Challenges and Opportunities for Women in Media: The discussion tackled informal workplace dynamics that impact women’s success, from navigating corporate culture to advocating for fair representation at leadership levels.
  • Balancing Authenticity and Career Growth: Panelists shared insights on maintaining personal authenticity while adapting to workplace expectations in male-dominated spaces.

Looking Ahead: Women Driving Industry Innovation -The panelists reinforced that women’s leadership in M&E is not just necessary—it’s a competitive advantage. As AI, automation, and viewer behaviors evolve, diverse leadership will play a pivotal role in shaping the future of streaming.

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As media consumption increasingly shifts toward digital platforms, advertisers are rethinking their strategies to capture audience attention effectively.Traditional targeting methods that rely on demographics, user data, and third-party cookies are becoming less viable due to evolving privacy regulations and changing viewer behaviors. In this landscape, contextual advertising has emerged as a powerful approach for media and entertainment companies looking to align advertising with content in a meaningful way. This shift has created both challenges and opportunities for advertisers.

What is Contextual Advertising?

Contextual advertising is the practice of placing ads that are directly relevant to the content a viewer is watching, rather than being based on their personal data or browsing history. This strategy leverages the tone, theme, and emotional context of content to determine the most suitable ad placements.

For example, an ad for a travel experience appearing during a heartwarming reunion scene in a film about family bonds is far more impactful than a generic placement. The key advantage is that contextual ads feel natural, non-intrusive, and more relevant, leading to increased engagement and improved ad recall.

A recent AVCA study found that 42% of viewers were more interested in brands and products when ads were placed next to relevant content, and 38% learned more about products shown in AI-enabled contextually targeted ads.

WhyContextual Advertising Matters to Media & Entertainment Companies

1. Ensuring Brand Safety in a Complex Media Landscape: With a vast and diverse content ecosystem, brand safety is a growing concern for advertisers. Ads appearing in inappropriate or controversial content can damage a brand’s reputation.

Unlike traditional keyword-based targeting, which may misinterpret context, AI-driven contextual advertising ensures that ads appear in culturally appropriate and brand-safe environments.

Brand safety varies from country to country. Content considered neutral in one region may be perceived as controversial in another. Effective contextual advertising solutions must account for:

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This adaptability protects advertisers from unintended associations while preserving viewer trust across global markets.

2. Achieving Cultural Relevance for Global Audiences: With media distribution now spanning international markets, a one-size-fits-all approach to advertising no longer works. Different cultures interpret content in unique ways, and an ad that resonates in one region may be ineffective—or even offensive—in another. Contextual advertising powered by scene-level intelligence allows advertisers to tailor messages that align with regional values, traditions, and cultural expectations, increasing engagement and brand affinity across markets.

3. Scene-Level Intelligence: Placing Ads at the Right Moment: Beyond broad thematic targeting, scene-level intelligence enables advertisers to place ads at moments of peak emotional engagement. AI-powered analysis can detect pivotal narrative shifts, humor, suspense, or joy, allowing brands to insert ads at moments where viewers are most receptive. This enhances ad recall and emotional association with the brand, making advertising more effective and less intrusive.

4. A Privacy-First Alternative to Audience Targeting: With increasing data privacy regulations, brands must seek alternatives to traditional audience-based targeting. Contextual advertising provides a privacy-compliant solution by relying on content analysis rather than user tracking. This ensures brands can still deliver highly relevant messaging without relying on third-party cookies or invasive data collection.

A Smarter Approach with Advanced AI Technology

One advanced solution driving innovation in contextual advertising is SpherexAI. This technology analyzes content at a granular level, identifying specific scenes and moments where viewer engagement peaks. By processing visual, audio, and narrative elements, it can determine optimal ad placement opportunities that complement rather than interrupt the viewing experience.

SpherexAI provides scene-level intelligence that helps advertisers navigate the complexities of global content distribution, ensuring that ads align seamlessly with viewer expectations. This approach allows brands to:

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NextSteps

For more information on maximizing your ad impact, visit Spherex or stop by booth W1456 during the upcoming NAB Show in Las Vegas. Use code NS7763 for a complimentary exhibitpass.

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