The chain of shops called Casanova 69 rolled out the labels decorated with a likeness of the medal — bearing a hammer and sickle in the centre — in display cases with goods including massage oil, vibrators and butt plugs, regional media reported.

The Yekaterinburg-based sex shop chain, which claims to be Russia’s oldest, swiftly replaced the price labels after media reports prompted outrage.

Oleg Mikheyev of A Just Russia party — one of three so-called opposition parties in the State Duma which is usually staunchly pro-Kremlin — said he asked prosecutors to check whether the stores had committed the crime of desecrating a symbol of military glory.

This would be punishable with compulsory labour for up to a year under a law banning “rehabilitation of Nazism.”

The medal, called Order of Fatherland War, was given for bravery in battle.

“You can’t turn a blind eye to these things. Therefore I sent a letter to Prosecutor-General Yury Chaika asking him to carry out a review of the facts,” Mikheyev said on his website.

“I hope the prosecutors will identify who, and with what aim, created publicity for a sex shop by putting one of the main war medals on price tags for sex toys and lubricants,” he said, calling this “beyond the boundaries of good and evil.”

A spokeswoman for Casanova 69 said the stores’ commercial director was too busy to talk Wednesday and that no one else was available to comment.

The medal labels were reportedly highlighting a special offer for Victory Day, which marks the surrender of Germany to the Soviet Union in 1945.

“We just timed our offer for that date because it means a lot to us,” sales director Ilya Ostanin told Moskovsky Komsomolets daily last week.

Ahead of the solemn celebrations for the May 9 Victory Day commemorations, Russia is highly sensitive to any perceived slight to the memory of those who fought or the historic role of the Soviet Union.

Three young women were jailed for terms ranging from 10-15 days at the weekend for performing twerk dance moves in front of a war memorial in the southern Russian city of Novorossiisk and posting a video of their performance online.

In another blunder, authorities in a town outside Moscow on Monday apologised and pulled down patriotic billboards that accidentally used an archive image of Nazi forces with the slogan “They fought for the Motherland.”