A video of a young girl having her ears pierced at a Lovisa branch is being investigated by police after the footage went viral on social media.

The footage, which is 30 seconds long and has been described as "upsetting" shows the young girl allegedly restrained as staff tried to pierce her ears at the branch at the Meadowhall shopping centre in Sheffield.

The woman who posted the video said staff should have refused as the girl was heard "screaming and pleading" but staff members and the adults around continued.

In the clip, the girl can be heard shouting "no" and "get off" as she is restrained by an adult, YorkshireLive reports.

Girl getting her ears pierced at Lovisa
In the footage, the girl can be heard screaming as she shouts 'no' and 'get off'

One user said: "Why on earth are the shop assistants even carrying this out on the child regardless of what the parent wants this is wrong on SO many levels!!"

While another commented: "This literally makes me feel sick, and is so distressing to watch.

"I hope that woman doing the piercing loses her job."

Meadowhall shopping centre in Sheffield
The incident was reportedly filmed at a branch of Lovisa at the Meadowhall shopping centre in Sheffield

PC Craig Crew of the Meadowhall policing team 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.

"Please call 101 quoting incident number 1009 of 18 October if you can help. You can also contact us on live chat, or our new online portal."

The South Yorkshire Police social accounts put an appeal forward to trace the person who filmed the incident and have since confirmed they have found the person.

Meadowhall said it works closely with its retail partners but what happens inside a unit is primarily the responsibility of the specific retailer.

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A spokesperson for Meadowhall said: "Our team picked this up with Lovisa as soon as the footage was brought to our attention, and we are working closely with both Lovisa and the police."

The Daily Star has contacted Lovisa for a comment.