Irish Consent Ad Withdrawn After Backlash

Ireland’s justice minister, Jim O’Callaghan, has criticised a Dublin Rape Crisis Centre (DRCC) advertisement about consent, describing it as “inappropriate and demeaning to grandparents.” The video shows grandparents enthusiastically hugging a young boy, followed by a scene in which their granddaughter appears unhappy when they approach her. Its message is: “not everyone wants a hug. Even from the people who love them”. The video was part of the DRCC’s ‘We-Consent’ campaign and has since been removed from the organisation’s social media channels while it reviews the material. O’Callaghan said the video did not represent the government’s views and, although teaching people about consent in sexual relationships is important, the advertisement did not advance that purpose and could be counterproductive. His department funds the campaign, and he said the video was removed after his officials engaged with the DRCC. The DRCC said the long-term campaign aims to increase awareness and practice of consent in Ireland. It explained that three videos were created around the idea that boundaries should be respected from an early age, and said it would reflect on whether they were producing the intended positive effect. The campaign is also supported by the Department of Children, Equality, Disability, Integration and Youth, and CUAN, the Domestic, Sexual and Gender-Based Violence Agency; both were approached for comment. Fine Gael Senator Gareth Scahill also criticised the video, arguing that public money had funded an ill-considered or potentially offensive advertisement. While acknowledging the work of rape crisis organisations and the seriousness of consent, he said the video was “a million miles off the mark” and made a sarcastic remark about whether consent forms might be required to greet relatives at Irish airports. The Department of Justice clarified that the videos were produced by the DRCC at low cost using volunteers and were not a government advertising campaign. It confirmed that the DRCC intended to review them and that they were being taken down to facilitate that review.

An Irish public service announcement encouraging grandparents to seek consent before hugging their grandchildren has prompted criticism from Councillor Gavin Pepper and mixed reactions online. The 25-second video was released by We-Consent, a project of the Dublin Rape Crisis Centre supported by Ireland’s Department of Justice and Department of Children, Disability and Equality. Its message is that not everyone wants a hug, even from loved ones, and that asking first may be awkward but important. The video contrasts a child who welcomes a hug with another who appears uncomfortable as her grandparents approach. Pepper said children should learn about personal boundaries and should never be forced into physical contact. However, he argued that the campaign lacked common sense and risked portraying a loving hug from a grandparent as strange or suspicious. He also criticized what he described as government and nonprofit efforts to change traditions, emphasizing the importance of Irish culture and family relationships. The campaign’s circulation on social media drew sharply negative comments from some users, who questioned the use of public funds and the decision to approve the advertisement. The article says the video does not appear on We-Consent’s social media platforms, though it is unclear whether it was removed or when that might have happened. Councillor Lorraine Hall defended the ad, saying critics were interpreting a figurative advertising message literally and arguing that creative advertising can be effective. We-Consent and the Dublin Rape Crisis Centre did not immediately respond to the newspaper’s request for comment.

An Irish public service announcement encouraging grandparents to ask before hugging their grandchildren was removed after provoking strong criticism from politicians and social media users. The 25-second video, produced by We-Consent, a project of the Dublin Rape Crisis Center, showed one child happily hugging grandparents and another appearing uncomfortable as grandparents leaned in for an embrace. Its message said, “Not everyone wants a hug. Even from the people who love them,” and described the topic as awkward but important. Ireland’s Justice Minister, Jim O’Callaghan, announced that the ad had been withdrawn after his officials engaged with the center. His department had helped fund the campaign. O’Callaghan called the video “inappropriate and demeaning to grandparents,” said it did not represent the government’s views, and argued that the positive role of loving grandparents should be cherished. He also said that, although it is important to teach consent in the context of sexual relationships, this video did not advance that aim and was in some ways counterproductive. The ad was one of three in a national consent campaign supported by Ireland’s justice and children’s departments. Politicians and online commenters criticized the campaign, with Councilor Gavin Pepper calling for “a bit of common sense” while also acknowledging that children should learn about boundaries and never be forced into unwanted physical contact. Singer Róisín Murphy questioned how the campaign was approved and funded, describing it as an attack on the Irish family. Others defended the underlying message, arguing that consent applies beyond sexual relationships and that children should be taught they can set physical boundaries, including with relatives. The article presents the dispute as a clash over the ad’s execution and implications, as well as the broader value of teaching children about consent.