Virgin Media forced to apologise after translation blunder involving Welsh rugby star

The listing was intended to highlight appearances by Elias and actress Sîan Reese-Williams.

Elias, who has been a regular part of the national squad, was simply being identified by his playing position of hooker, a familiar and entirely standard term in rugby union.

In Welsh, the recognised rugby term is “bachwr.” However, the translation provided to Virgin Media’s platform incorrectly opted for the word “butain,” which carries a meaning wholly unrelated to sport and is understood to mean “w***e.”

The error was shared across social media on Thursday evening and quickly became the subject of both criticism and bemusement.

Rugby supporters noted that while the word “hooker” can be misinterpreted outside sporting contexts, its usage is so widely understood in rugby that additional verification of the translation should have been straightforward.

Many questioned how the term had made it through any editorial or checking process.

The mistake is believed to have originated from an automated translation system used by a third-party provider.

Automated translation tools have become common within the media industry for routine listings, but this incident has reignited debate over the need for human oversight when dealing with colloquial and context-specific sporting terms.

Virgin Media issued a statement acknowledging the mistake and confirming that the listing had been amended.

“We are aware of a translation error that appeared on our TV guide,” a spokesperson said. “This was promptly rectified by our external provider, and we apologise for any upset caused.”

S4C also clarified that the original programme details supplied by the broadcaster had been correct in both Welsh and English.

They emphasised that the mistranslation did not originate from within the channel and that the error appeared only on one external platform.

The broadcaster added that the technical provider responsible had apologised and conducted an internal review of the incident.

Elias has not commented publicly on the matter. The 30-year-old has earned more than 40 caps for Wales and has established himself as a consistent selection in the national squad, particularly valued for his set-piece strength and leadership qualities at the Scarlets.

Known within rugby circles for his disciplined playing style and low-profile public presence, Elias is not typically a figure associated with controversy, adding to the sense of embarrassment surrounding the mistranslation.

The episode has highlighted the cultural specificity of rugby language in Wales, where the sport maintains a deeply rooted national identity.

While the term “hooker” is unlikely to raise eyebrows in a stadium or club environment, its proximity to colloquial slang in English and Welsh remains sensitive when transferred into digital systems without review.

The listing has now been updated across Virgin Media’s services, and future programme descriptions are expected to use the correct terminology.