In Lithuania, members of the Liberal Movement have introduced amendments to the Public Information Law aimed at establishing new financial support mechanisms for the local media industry. The proposal, led by parliamentarians Simonas Kairys, Simonas Gentvilas, and Viktorija Čmilytė–Nielsen, emphasizes the impact of major international corporations' digital platforms on local media advertising revenues. They claim these changes are essential for maintaining competitiveness within the market and preventing the potential collapse of certain media outlets.

The Liberal lawmakers argue that the dominance of global platforms like Meta, YouTube, and Google has severely affected the advertising landscape in Lithuania, leading to a decline in revenue streams for local media. This financial gap not only threatens the survival of media entities in Lithuania but is also reflective of a broader crisis affecting media throughout Europe. The proposal seeks to shine a light on these emerging financial challenges that arise from the erosion of traditional advertising revenue due to the siphoning off of funds by these corporate platforms.

Furthermore, the legislators point out that the rise of artificial intelligence platforms further complicates revenue generation for local media, as these technologies often utilize media content without fair compensation. With this context, the amendments are positioned not only as a protective measure for Lithuania's media landscape but also as part of a larger conversation on the sustainability of European media in the digital age. The discussion is indicative of how local governments are attempting to adapt to the changing dynamics of media consumption and revenue generation.