We investigate the nature of the phase transitions in the quantum Ashkin-Teller chain in the presence of chiral perturbations. We locate the Lifshitz line separating a region of direct chiral transitions from the region where the transition is through an intermediate floating phase. Furthermore, we identify a small region in the vicinity of the four-state Potts point where chiral perturbations are irrelevant and where the transition remains conformal. Implications to Rydberg atom experiments are briefly discussed.