The young girl is heard screaming in distress at the Madowhall Shopping Centre in Sheffield
Police have launched an investigation after a distressing video appeared to show a young girl screaming in distress while being forced to have her ears pierced.
Video shared across social media shows the girl struggling on the floor at jewellery store, Lovisa, at the Meadowhall Shopping Centre in Sheffield.
Two adult women sitting on the floor both hold the child still and try to comfort her as a member of staff pierces her ears. Another member of staff watches on.
In the 30-second video, the girl can be heard screaming in pain and clearly voices her objection.
As the adults continue to pierce her ears, she can be heard shouting: “No, get off me.”
The footage, believed to have been taken over the weekend, is now the subject of a police probe.
It was posted on Facebook by a woman who stated: “Today myself and my children witnessed something extremely distressing in a Meadowhall shop involving 4 adults and one child.
“Can anyone advise me on how I can put a formal complaint in? Many thanks.”
South Yorkshire Police have confirmed they are aware of the “concerning” video and have since traced the woman who posted it online where it has now gone viral.
We have now traced the person who posted the video of the girl having her ears pierced in Meadowhall.
Thanks for sharing our appeal. Officers are continuing with their enquiries.
— South Yorkshire Police (@syptweet) October 19, 2021
PC Craig Crew said: “We have watched this footage and understand why many viewers find it concerning.
“My team and I are now carrying out enquiries with the staff at the store to understand the full circumstances of what happened.
“I am really keen to trace the owner of the footage, so if this is you, or you know who it is, please get in touch.”
Anyone with information is urged to call 101 quoting incident number 1009 of 18 October.
There is no is no legal age restriction on most body piercings in England although a consent form needs signing for under-16s.
Lovisa was unavailable for comment.
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