The storm in Israel's pharmacy chains: Drama surrounding adult products on the shelves

What began as an international commercial trend and a new category in the field of quality of life has reached pharmacy chains in Israel in recent years. However, placing products intended for adults in an open space, sometimes at a height accessible to children, is now sparking controversy among customers and parents.

It was reported in Yedioth Ahronoth that Adv. Oren Levy, who is raising minor daughters, decided to take action after noticing such accessories during joint visits with his daughters to pharmacy stores in recent months. According to him, the unexpected encounter with the products in front of the children caused him embarrassment and a sense of discomfort.

Levy described in Yedioth the situation he encountered:

'I was exposed to an open display of toys for adults, sex accessories, including anal sex accessories and masturbation aids for men, which are displayed on open shelves accessible to the general public, in areas and at a height visible to the eye.'

According to Levy, the fact that the products include graphic images accompanied by a detailed description leaves no room for doubt.

Following these incidents, Levy sent a written appeal to Super-Pharm, Be, and Good Pharm, and at the same time, he also forwarded his claims to the supervisory bodies. He requested to establish arrangements that would prevent children from seeing the accessories or reaching them without limitation. Among the solutions he proposed: moving the products behind the service counter or placing them in a concealed area that is not exposed to those passing through the store. Another option he raised is digital-only sales, using a mechanism to verify the purchaser's age.

The entry of the category into the local industry began about three years ago. The three large companies initially offered the products on their digital trading platforms, and later expanded sales to branches as well. Globally, products in this field are marketed under the definition of Sexual Wellness, as part of a concept that views them as a component of personal well-being rather than merchandise that must be sold in secret. International chains, including Sephora, Target, CVS, and Boots, have already integrated products from the category into their stores and websites, alongside contraceptives.

There is no uniform position among consumers. Some customers believe, like Levy, that it is appropriate to move the merchandise to a hidden place or to hand it over only through a store employee. On the other hand, others see the demand as an attempt to turn back the public discourse. One shopper expressed opposition and said: 'We are in 2026, times have changed, and there is no need for a morality police like in Iran.'