Lawmakers Continue Quest to Ban Adult Billboards

JEFFERSON CITY, Mo. — After a similar bill was struck down by the 8th U.S. Circuit Court of Appeals, the state Senate has given its initial approval to legislation that would restrict signs and billboards advertising sexually oriented businesses along Missouri highways.

The original legislation, which passed in 2004, banned most billboards and signs for strip clubs and adult bookstores in the state. Under the law, businesses located within one mile of a state highway were allowed two signs — one advertising the name of the establishment and its hours of operation, the other noting that minors were not allowed on the premises.

While the appellate court agreed that the state had a legitimate interest in restricting sexually explicit ads along Missouri’s highways, the judges ruled that law was overly broad because it barred businesses that sell adult and nonsexual products from advertising.

“Should an affected business owner choose to post a sign with the price of gasoline, or a sign advertising a nationally known soft drink on the exterior of the business, he or she would be subject to criminal prosecution,” the appeals court said in its August ruling overturning the law. “[The state] failed to make a showing that more limited speech regulation would not have adequately served the state’s interest.”

Sen. Matt Bartle, the author of the original legislation, said the new bill addresses the concerns raised by the court.

“We’re trying to narrowly tailor it to the adult content itself, so if they sell gasoline or bubble gum or anything else, that kind of advertising won’t be restricted,” Bartle said.

Ann Michael, the executive director of the Missouri Association of Club Executives — a trade group for local adult businesses — said the new bill still does violence to the 1st Amendment because it restricts club owners to two billboards. The new bill also keeps in place the criminal penalty for noncompliance — 15 days in jail and a $300 fine.

Sens. Chuck Graham and Jolie Justus agreed with Michael that the new bill is still flawed and that it would likely trigger a court challenge.

“I’m going to call it right now,” Graham said during debate over the legislation, “if this is the language that goes into the statutes, it will be challenged. It will be tossed out by the courts and their lawyer will get another car and sailboat on the taxpayers’ tab.”

Graham and Justus provided their colleagues with records from the Missouri attorney general office showing legal bills of $120,000 paid to two law firms who unsuccessfully defended the 2004 bill on behalf of the state.

Bartle’s current bill received approval by voice vote. The Senate is expected to send the bill to the House soon with a second, binding vote.

In the meantime, Rep. David Pearce has a similar bill pending before the House.

Pearce said his bill would help create a more favorable impression of the state.

“If we ignore this problem, it will only get worse, so we need to do something about it,” he said. “These measures are designed to reduce the negative effects these billboards and businesses have on our society.”

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Le Wand Dive Gets Wired.com Review

Le Wand Dive has been spotlighted by WIRED with a review by tech and lifestyle journalist Amanda Chatel.

Texas Resumes AV Lawsuit Against Aylo Following SCOTUS Decision

A district court judge in Texas has unfrozen the state’s $1.6 million lawsuit against Aylo for allegedly failing to comply with age verification requirements, Bloomberg Law is reporting.

Blush Introduces 'Splash' Vibe

Blush has debuted its new duck-themed Splash vibrator.

SVibe Debuts 2 New Vibrators

SVibe has introduced the new Snail GIZI Duo and Snail AXI Spot Wand.

JuicyAds Wins Trademark Infringement Case Against Fraudulent Domain

JuicyAds has won its World Intellectual Property Organization (WIPO) case against a website using a similar domain to impersonate the company's site and defraud customers.

ProDx Health Introduces 'Power Femme' Test

ProDx Health has introduced its new Power Femme Home Collection Kit.

Orion Expands Cottelli 'Accessoires' Line

Orion Wholesale has introduced five new “It” pieces from its Cottelli Accessoires line.

ANME Wraps With Product Drops and Partnerships

ANME wrapped on Wednesday, the event’s third day, after delivering a mix of product launches, power meetings and networking — all while preserving the laid-back vibe that attendees say always makes ANME feel like a homecoming.

Playharda Wholesale, Secret Dome Ink U.K. Distro Deal

Playharda Wholesale and BDSM brand Secret Dome have signed a deal for UK distribution.

Hankey's Toys Releases 'Kitsune's Knot' Dildo

Mr. Hankey's Toys has introduced its new Kitsune’s Knot dildo.

Show More