A PR FIRM which branded Miriam O’Callaghan a M.I.L.F. has said it intended “no offence” towards the RTE presenter.

Pembroke Communications carried out an online poll, asking people who was the country’s hottest mother or M.I.L.F. (an acronym known to teenage boys to stand for ‘Mother I’d Like to F***’). Prime Time presenter Miriam topped the poll.

The mother of eight was quick to say thanks but no thanks to the accolade, telling today’s Irish Daily Mirror:

I certainly know what MILF means and while it’s flattering to be voted a hot mum, I think I’ll pass on the choice of wording. As a mum with young children it’s definitely not something I’ll be dwelling on.

O’Callaghan also said however that she was “not insulted by it… I’m flattered, but no thanks”.

Pembroke Communcations, which carried out the survey on behalf of One4All gift cards, says it was a light-hearted exercise to generate publicity for a client around Mother’s Day.

Mick O’Keefe, Managing Director at Pembroke Communications told TheJournal.ie:

We accept with the benefit of hindsight that some of the terminology used to publicise this was inappropriate. We have the utmost respect for Miriam as a professional broadcaster and have apologised to her and explained that no offence was meant

For those still not familiar with the term M.I.L.F., allow the young gents of American Pie to fill you in (PLEASE NOTE: Some explicit language used):