Advert calling for grandparents to ask for consent before hugging pulled after backlash

Warning: This article contains discussion of rape which some readers may find distressing.

An Irish advert on consent has been pulled after attracting huge backlash for including a grandparents' hug with a teenager.

We've seen plenty of adverts banned over the years for controversial purposes, while pretty much anything Sydney Sweeney has appeared in recently has been widely slammed online.

Jeremy Clarkson's beer advertisement was banned as the Hawkstone choir sang a fair few swear words, although they later went on to win Britain's Got Talent, so it wasn't all bad.

However, sometimes an advert simply gets a message wrong, and that was sadly the case with Dublin Rape Crisis Centre's latest ad, which aimed to share an important message about consent but was with widespread criticism.

The ad shows two grandparents enthusiastically hugging a young boy before approaching what appears to be his sister, and she looks less than happy about the idea of getting a hug from them.

It includes the message: "Not everyone wants a hug. Even from the people who love them".

Fianna Fáil politician Jim O'Callaghan later confirmed that the video has since been removed following some consultations with the DRCC, after suggesting that it d'es not represent the views of the Government.'

He said: "It was both inappropriate and demeaning to grandparents and has been removed by DRCC following my officials engagement with them.

"While it is vital to ensure that people understand the concept of consent when it comes to sexual relationships, this video did not advance that aim and in many ways was counterproductive."

In a statement to Irish broadcaster RTÉ, the DRCC said: "We-Consent is a long-term campaign as part of Dublin Rape Crisis Centre's prevention work to increase the awareness and practice of consent in Ireland.

"We created three videos premised on the idea that boundaries should be respected from an early age and to respect others' boundaries too.

"We are going to remove the videos from our social media channels while we reflect on whether they are having the positive effect we want them to have."

Fine Gael Senator Gareth Scahill was even more scathing in his response, calling it a complete 'waste of resources'.

"What's concerning here is public money has been used to fund an ad which at best has been ill-thought out, and at worst is offensive and potentially damaging to our older population," he said.

"The issue of consent is a very serious one and I acknowledge the important work the Rape Crisis Centre and other agencies do every day to advocate for all victims of rape and sexual violence, including children.

"But this publicly funded social media video is a million miles off the mark."

If you have been affected by any of the issues in this article and wish to speak to someone in confidence, contact the Rape Crisis England and Wales helpline on 0808 500 222, available 24/7. If you are currently in danger or need urgent medical attention, you should call 999.