An adult novelty store on Madison's east side has recently come under fire by a city official who claims the store has affected the neighborhood climate.

Selective Video II is classified as a "gift shop" under city zoning ordinances, which is a concern for Ald. Santiago Rosas, District 17.

"They're claiming to be a gift shop, yet they want to be an adult video and magazine retailer," Rosas said.

The shop, which deals in adult videos and magazines, has recently opened as an extension of Selective Video, the parent store located on Madison's south side, an area that is currently undergoing redevelopment.

With Selective Video II's opening on the east side, Rosas says he has become increasingly wary of the "ghettoizing" of the area, which has had problems in the past with these types of establishments involving prostitution and public drunkenness.

"It always seems that adult video shops are opening up on the east side, which is fine because they are a business, but it comes with its own set of problems," he said.

A manager at Selective Video declined to comment on the issue.

Donald Downs, a University of Wisconsin professor who specializes in First Amendment issues, said pornographic video stores can legally be kept out of certain neighborhoods by a zoning process. The zoning process is supported by what the law calls "secondary neighborhood effects."

Downs said he felt the law had more to do with economic reasons than morals.

"Studies have shown, and I think they're right, that crime rates go up and property values go down when these kinds of places open up," he said.

However, Rosas said the root of the problem really lies not in the fact that Selective Video II is an "adult" store, but the store is deceptively masking itself as a different type of store through city zoning codes.

Under city zoning ordinances, anything labeled a "gift shop" may sell adult items as long as their display does not constitute more than ten percent of the store's overall square footage.

"You walk in there and they've got adult items all over the place," Rosas said.

Rosas maintained that Selective Video had been deceptive in making claims to being a gift shop.

"I really don't have a problem when people come and want to open up a business and they're within city ordinances," he said.

Though a business operating in accordance with the law leaves Rosas with his hands tied, he said he worries over the east side becoming a dumping ground for undesirable businesses, turning into a kind of "red-light" district.

Rosas said Madison had done a good job with allocating low-income areas in a balanced way around the city, and feels that the city should deal similarly with adult businesses.

"It's not like there are big neon signs saying 'Sex, Sex Sex,' on them," he said, but added, "If it wasn't for my vigilance, there would be."

Rosas said that if Selective Video II is to be found in violation it would be cited and continuously monitored.

According to Rosas, in addition to the current amount of adult material, the shop wants to expand.

As of yet, no formal action has been taken by either side.