A public health advertisement centered on the concept of consent in intergenerational physical contact has been officially withdrawn. The campaign, which encouraged children to ask for permission before hugging their grandparents, faced immediate pushback from various members of the public and political figures.

Jim O'Callaghan, a prominent political voice, publicly condemned the advertisement, describing the messaging as "inappropriate and demeaning to grandparents." The criticism centered on the idea that the campaign undermined the natural, affectionate bond between family members by applying formal consent protocols to casual domestic interactions. Following the negative reception, the organization responsible for the ad opted to pull the content from its platforms.

While the campaign was intended to promote bodily autonomy and personal boundaries, critics argued that the framing was unnecessary and damaging to family dynamics. The withdrawal of the ad highlights a broader debate regarding where public health messaging should draw the line between teaching personal safety and interfering in private family relationships. There is currently no information regarding whether the campaign will be revised or if the organization plans to issue a formal apology for the messaging.