An Irish politician has called for “a bit of common sense” after a government-backed campaign encouraged grandparents to ask for consent before hugging their grandchildren.
The 25-second public service announcement was released by We-Consent, an initiative of the Dublin Rape Crisis Centre supported by government agencies. It opens with a blunt message: “Not everyone wants a hug. Even from the people who love them.”
“Awkward? Maybe. Important? Absolutely,” the campaign says.
In the video, one grandchild warmly embraces their grandparents. In a contrasting scene, another child appears uneasy as her grandparents move in for a hug.
Irish Councillor Gavin Pepper responded angrily, accusing the “Government and [non-governmental organizations]” of “losing the run of ourselves.”
“Of course children should be taught about boundaries and nobody should ever be forced into physical contact they don’t want,” the politician wrote on Facebook while sharing the advertisement.
“But we also need a bit of common sense.”
Pepper called the bond between grandparents and grandchildren “one of the most important” relationships in Irish family life. He argued that “a hug from a loving grandparent should not be presented as something strange or suspicious.”
The councillor also criticized the government for “talking constantly about changing traditions,” saying there is a point at which people can reasonably respond: “Leave some things alone.”
“Irish culture, family and traditions matter,” he said.
Pepper reiterated his support for teaching children about boundaries and respect, but urged officials to “bring some common sense back into the conversation as well.”
We-Consent, which receives support from Ireland’s Department of Justice and Department of Children, Disability and Equality, describes itself as a long-term national program designed to inform, educate and engage people across society on the issue of consent.
The advertisement has since spread widely on social media, prompting mixed reactions, including comments such as “what the f–k” and “how is this real?” However, the video does not appear on any of We-Consent’s online platforms.
It remains unclear when the organization removed the clip, or whether it was taken down at all.
“The government needs to answer for this. It’s bonkers,” one social media user wrote.
“I’m sorry, but this just seems absolutely ridiculous. This is not how taxpayers’ money should be spent. What next? A campaign to tell us that not everyone wants to be offered a cup of tea?” another critic posted.
“This is actually both the saddest and most enraging thing I have seen for a long time. I mean WTAF? One of the most precious relationships is grandparents and grandchildren. HOW did this get signed off?” a third person wrote.
Irish Councillor Lorraine Hall, however, defended the campaign on X. She said she was “embarrassed” by people who interpreted the advertisement literally rather than as a “figurative message.”
“Embarrassed for all the people that think that this is a literal rather than a figurative message… and have forgotten that advertising creativity is a thing,” Hall wrote.
“Oh yes… and also to state the obvious – advertising does work,” she added.
We-Consent and the Dublin Rape Crisis Center did not immediately return The Post’s request for comment.
