It looks like things are about to get ugly for the 2016 General Election. While we prepare ourselves for a fresh batch of promises, pushing the blame and media opportunities, we also know that people may get a little ruthless in their bid for seats. Or stupid, if this apparent advertisement is anything to go by. The Sunday Independent has carried a front page story today that has sparked outrage online, with the headline “Labour plots 'gay' attack ad on Martin and Adams” grabbing attention for all the wrong reasons.

The Sunday Independent will keep Irish Twitter busy tomorrow, then. Via @MikeHogan4FM pic.twitter.com/sAKXECa6dU

— Jason Walsh (@jwalshireland) January 3, 2016

According to the national Sunday newspaper, the Labour Party has devised an attack ad for the General Election, featuring Sinn Fein president Gerry Adams and Fianna Fail leader Micheal Martin as a gay couple on their wedding day. The image, which shows the two party leaders cutting into the cake, is tagged with a warning caption for voters: “This is one marriage we should vote NO to this year". Understandably, people are not impressed that one of the most positive, significant moments in Irish history is now being used as a tool to spread a negative political message. Taking to Twitter, users are unanimously shocked and angered by the ad:

I don't believe that THAT #Labour attack ad was ever seriously considered or approved at a senior level. Would like to know #SIndo's source. — Joseph Gerard (@JsphGrrd) January 3, 2016

@labour 'draft' ad in #Sindo is a) awful but b) draft. It may have never seen the light of day. So who leaked it? Qui Bono who benefits?

— ann marie part (@PartAnnMarie) January 3, 2016

That Labour would consider the "gay" ad shows how desperate they are. That the #Sindo would print it shows how desperate FG are. — Philip O'Connor (@philipoconnor) January 3, 2016

Sunday Independent makes hysterical "gay wedding" front page of an at worst in bad taste Labour ad re FF and SF..over the cliff PC #sindo

— Gavin Highlife (@FMRadioGavin) January 3, 2016

This is so cheap and tacky. Unsurprisingly. Labour plots 'gay' attack ad on Martin and Adams. https://t.co/A7KTyAjf6b via @Independent_ie — Stephen (@stphnmlny) January 3, 2016

Please tell me this is a joke! https://t.co/AQLo9N63l7

— Deirdre OShaughnessy (@deshocks) January 3, 2016

The worst thing about that 'gay' ad from Labour is that it's almost certainly a strategic leak meant to garner publicity. Shameless. — Ronan Burtenshaw (@ronanburtenshaw) January 3, 2016

According to the paper, the marriage ad is a draft and has not yet been commissioned to run in any newspaper.