Police are investigating a video that shows a young girl “shouting in terror” as she was pinned while getting her ears pierced in a shop.
A distressed child is seen struggling in footage recorded at the jewelry store Lovisa in the Meadowhall shopping center in Sheffield, South Yorkshire.
A woman is seen pinning back the little girl’s ear as a staff member approaches with a piercing gun, to which the seemingly frightened child pleads: “No! No!”
Both the man and woman are seen holding her steady as the girl attempts to break free while the piercing gun is fixed to her ear lobe.
The couple switch positions with the woman holding the girl’s head when the other lobe is pierced.
All the time the girl is heard shouting: “Get away from me.”
The clip angered viewers online after it was recorded by a viewer on Sunday afternoon.
One woman who shared the clip wrote: “Meadowhall – Absolutely disgusting behavior from your staff at your Lovisa store yesterday afternoon.
“Advising the grandmother and mother of a young girl how to restrain and suppress her so that they can pierce her ears despite her cries and pleas.
“The poor girl fought till she came to the ground. Your employees should have refused to be a part of it.
“It’s abuse. Thankfully, my 14-year-old daughter recorded it as evidence after hearing that I was reporting them.
“As for this girl’s family – you should be ashamed. This child’s voice is valid. It should have been heard. It should have been respected.”
The mother who posted the video claimed that the 30-second clip was “only a fraction” of the girl’s test, which she says lasted ten minutes.
South Yorkshire Police said they were investigating the incident.
PC Craig Crews of the Meadowhall Police Team said: “We have seen this footage and understand why many viewers find it relatable.
“My team and I are now questioning store employees to understand the full circumstances of what happened.
“I’m really looking forward to finding out the owner of the footage, so if it’s you, or you know who it is, please get in touch.
“If you can help please call 101 quoting incident number 1009 dated October 18. You can also contact us via live chat or on our new online portal.”
A spokesperson for Meadowhall said: “As soon as the footage was brought to our attention, our team picked it up with Lovisa, and we are working closely with both Lovisa and the police.”