An advert from the ISPCC that shows a seven-year-old boy being physically abused has had almost 90,000 views since it was aired earlier this week and has attracted criticism from some.
There have been calls for the removal of the 40-second advert, which was unveiled on the charity's website earlier this week as part of a fundraising campaign. Viewers complained the video could upset victims of violence and children who might see it and that it portrayed men in a negative light.
It features a small boy who is reciting the charity's manifesto direct to camera. While he is speaking he is struck a number of times by an adult male. His voice reflects his growing anxiety and pain, and his face becomes bloodier as he talks. It concludes with the boy saying he can't wait to grow up.
ISPCC finance director Lloyd Byrne said all the ad was doing was representing what children were telling the charity.
"I don't think we should make this about the abuser or anything else. This is about the child and what happens to him," he said.
He said anyone who has suffered violence and is disturbed by the footage should seek support.
Mr Byrne also said the boy involved in the filming was an actor accompanied by his parents.
