Ieva Adamss, a lecturer and tantra coach, has come under fire on social media for her appearance in an advertisement broadcast on Russian television. The advertisement promotes a French-made product designed to alleviate menopausal symptoms. The criticism was amplified by Marats Kasems, a former editor of the Kremlin-affiliated media outlet 'Sputnik Lietuva', who pointed out the troubling context of the commercial being aired on channels known for disseminating propaganda that justifies aggression against Ukraine.

In her defense, Adamss acknowledges the controversy but emphasizes the perceived harmlessness of the product she is promoting for women's health. She expresses her intent not to let the criticism go unaddressed, indicating a readiness to clarify her position and defend her professional choices amidst the backlash. The situation reflects broader concerns about the implications of associating with Russian media platforms, especially in the wake of ongoing geopolitical tensions and the war in Ukraine.

This incident raises questions about the responsibilities of public figures in choosing where to promote products, particularly in a landscape where platforms may be perceived as complicit in state propaganda. Adamss' case signifies a potential crossroads for local professionals grappling with the implications of international relations on their work, highlighting the sensitive intersection of health advocacy, media, and political integrity.