Irish Government Pulls Consent Ad Urging Grandparents to Ask Permission Before Hugs
The public service announcement, funded in part by the government, sparked widespread backlash and was deemed 'demeaning' to grandparents.
An Irish public service announcement from a government-funded group that advised grandparents to seek consent before hugging their grandchildren has been removed following a significant public backlash and calls from politicians for "a bit of common sense."
The advertisement, released by the group We-Consent, a project of the Dublin Rape Crisis Center, was withdrawn after being characterized as "inappropriate and demeaning to grandparents," according to Jim O’Callaghan, Ireland's Minister for Justice.
O'Callaghan stated that the video did not represent the government's views and that his department, a source of funding for the campaign, had engaged with the Dublin Rape Crisis Center to have it removed. He added that "it goes without saying that having loving grandparents in a child’s life is an incredibly positive thing to be cherished and not something to be campaigned against."
The 25-second ad depicted one grandchild happily hugging their grandparents, while another appeared uncomfortable as her grandparents leaned in for an embrace. The video's narration stated, "Not everyone wants a hug. Even from the people who love them," and concluded, "Awkward? Maybe. Important? Absolutely."
We-Consent, supported by Ireland’s Department of Justice and the Department of Children, Disability, and Equality, aims to educate society on the concept of consent. O’Callaghan commented that while understanding consent in sexual relationships is vital, this particular video was counterproductive.
The advert, one of three in the campaign, faced immediate criticism. Irish Councilor Gavin Pepper criticized both the government and non-governmental organizations for becoming detached from reality, while acknowledging the importance of teaching children about boundaries.
"But we also need a bit of common sense," Pepper wrote on Facebook, sharing the video.
Some social media users questioned the funding and rationale behind the campaign. Irish singer Róisín Murphy expressed dismay, stating, "How exactly did it happen, and how was it funded? I’m sick of these attacks on the Irish family, once the absolute bedrock of our culture."
Conversely, some users defended the ad's message, arguing that teaching children about consent and physical boundaries, including the right to decline hugs from anyone, is beneficial. One user on X noted, "The ad is highlighting differences in childrens needs and the imp of consent. It is not campaigning against grandparents."