It's a sad state of affairs when we start debating whether parents are setting their kids up for a life of abuse by inciting their children hug or kiss adult relatives and family friends.
Child-abuse charity CAPS Hauraki has launched a viral social media campaign claiming just that and has created a storm of controversy.
What is most striking is that we even need to be having this conversation.
Families should be a safe place for children. Kids should not have to fear their relatives.
The campaign is a sharp reminder of New Zealand's tragic record of child abuse and the fact that, too often, the offender is a family member.