Ok so this is an actual issue and would appreciate serious advice

When I go to the beach I usually talk to girls. Thing is seeing hot women in barely any clothing and maintaining eye contact with them gets me hard. Especially when they're receptive.

Normally idgaf but on the beach its 10x more noticeable, and it looks kinda weird when by dick is rock hard and sticking out.

Has anyone else had this problem and made it less noticable? Some type of underwear?