🇮🇪 "Not everyone wants a hug. Even from the people who love them."

🇮🇪 "Not everyone wants a hug. Even from the people who love them."

Ireland has launched a social media ad urging grandparents to ask their grandchildren for permission before hugging.

The 25-second clip showed one boy happily hugging his grandparents and another looking uncomfortable as the grandparents leaned in.

It was produced by We-Consent, a project of the Rape Crisis Center in Dublin supported by the Ministry of Justice and Ireland's Department for Children, Disability and Equality.

The ad provoked a strong public reaction. Critics called for common sense and said it distorted family values ​​with left-wing ideology.

After the wave of criticism, the video was pulled from the air.

“It was both inappropriate and humiliating to the grandparents, and was removed by the DRCC following my officials' engagement with them. 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 fought against," said Jim O'Callaghan, Ireland's Minister for Justice.