Irish 'ask before hugging' ad sparks debate

A 25-second public service announcement in Ireland advising grandparents to ask permission before hugging their grandchildren has sparked debate. The ad was released by We-Consent, a project of the Dublin Rape Crisis Centre supported by government agencies.

Play video: Irish 'ask before hugging' ad sparks debate (Duration 0:26)

In the video, one grandchild happily hugs their grandparents, while another appears uncomfortable as the grandparents lean in for an embrace. The ad states: 'Not everyone wants a hug. Even from the people who love them.'

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Councillor Gavin Pepper criticized the government and non-governmental organizations. In a Facebook post alongside the video, he said children should be taught about boundaries and nobody should be forced into physical contact they don't want. Describing the bond between grandparents and grandchildren as one of the most important in Irish family life, Pepper said a loving grandparent's hug should not be presented as strange or suspicious, and asked for common sense to be brought back into the conversation.

Councillor Lorraine Hall defended the campaign on X, writing that she is embarrassed for anyone who took the ad literally rather than figuratively.

We-Consent, supported by Ireland's Department of Justice and Department of Children, Disability and Equality, describes itself as a long-term national program that aims to inform society about consent. The ad went viral on social media and drew mixed reactions, with some users criticizing the use of public funds for it.