“Grandparents Now Need Permission to Hug”: Controversial Ad Pulled After Backlash

A controversy has erupted in Ireland over a public awareness campaign urging grandparents to ask their grandchildren for permission before hugging them. The video, created by the Dublin Rape Crisis Centre and funded by the Department of Justice, sparked accusations of absurd political correctness, disrespect toward older people and the misuse of public funds. The justice minister eventually demanded that the video be taken down.

The ad features a grandmother and grandfather arriving for a visit. Their grandson eagerly runs up to hug them, while his sister hangs back, looking uncomfortable. The older relatives then approach the girl, intending to kiss and hug her, but she is visibly uneasy.

The screen then displays the message: “Not everyone wants a hug. Even from people who love them.” Viewers are subsequently told that awkwardness may be unavoidable, but respecting personal boundaries is essential.

The We-Consent campaign was designed to raise awareness about consent, but the example involving grandparents provoked an angry backlash. Justice Minister Jim O’Callaghan said the video did not reflect the government’s position and was removed following his intervention. Two other campaign videos were taken down as well.

“The video was inappropriate and insulting to grandparents,” the minister said. He stressed that loving grandparents are an important part of a child’s life and should be valued rather than turned into the subject of a public awareness campaign.

O’Callaghan also acknowledged that education about consent in sexual relationships is genuinely necessary, but argued that the controversial video did little to advance that goal and could, in fact, have the opposite effect.

Criticism quickly followed. Australian television presenter James Morrow described the ad as an example of “woke” ideology, a term often used sarcastically to criticize what some see as excessive preoccupation with social issues. Fine Gael senator Gareth Scahill called the campaign a “complete waste of resources.”

Lawmaker Paul Lawless was even more outspoken. He argued that the ad showed “complete contempt” for older people and created the impression that a grandmother’s hug could pose a threat to a child.

“Why is the state making grandmothers doubt themselves when it comes to hugging their grandchildren? Why plant the idea in a child’s mind that accepting a hug from their grandmother is somehow dangerous?” the politician asked.

He also wondered whether people would soon have to sign consent forms before hugging relatives at Dublin, Shannon, Knock and Cork airports, just to greet one another at Christmas.

Health Minister Jennifer Carroll MacNeill agreed that the video was inappropriate and emphasized that the government had not approved it.

Former Justice Minister Helen McEntee, under whose tenure the state agency Cuan was established to combat domestic and sexual violence, also questioned the campaign’s approach. She stressed that conversations about consent are necessary but expressed doubt that asking permission to hug one’s own grandchildren should be a priority.

The Dublin Rape Crisis Centre defended the campaign, explaining that the video scripts were based on discussions held during more than 20 workshops involving people of different ages. According to the organization, participants frequently described situations in which they had felt uncomfortable, and the videos were intended to reflect those conversations.