Grandparents should ask for consent before hugging their grandchildren, a new government-funded Irish advert said.

A social media video from the Dublin Rape Crisis Centre (DRCC) made the ‘demeaning’ suggestion, but has since been deleted after a storm of criticism.

The video shows two grandparents arriving at a home, where they are enthusiastically embraced by their grandson at the front door while his sister watches on a few feet back, looking uncomfortable.

The grandparents then turn to her, puckering their lips as they bear down, while the girl’s unease intensifies.

The video then cuts to text on screen reading: ‘Not everyone wants a hug. Even from the people who love them.’

It continues: ‘Awkward? Maybe. Important? Absolutely. We-Consent.ie is here to help.’

The clip, funded by Ireland’s Justice Department, sparked an immediate backlash, and Justice Minister Jim O’Callaghan ordered the DRCC to take it down. Two other videos from the We-Consent campaign were also removed.

He said: ‘The video produced by the Dublin Rape Crisis Centre involving grandparents does not represent the views of the Government.

‘It was both inappropriate and demeaning to grandparents and has been removed by DRCC following my official’s 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 campaigned against.

‘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.’

Ridicule of the video came from around the globe, with even Australia’s News24 host James Morrow slamming the clip as ‘woke’.

Fine Gael Senator Gareth Scahill said the campaign ad was a ‘complete waste of resources’, while a member of Ireland’s parliament said it ‘demonises’ and shows ‘utter contempt’ for older people.

It was funded through Cuan, Ireland’s statutory agency for domestic, sexual and gender-based violence, set up by previous Justice Minister Fine Gael TD Helen McEntee.

Speaking on Thursday, she said Cuan was established to support the victims and survivors of domestic and sexual violence, which should have been the focus of the campaign.

‘I think it is absolutely essential that we have a very open and a very honest conversation on consent, particularly when the epidemic of domestic and sexual violence, sexual assault, it is still here,’ she said.

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