The family of an IRA victim say a comedy sketch involving Gerry Adams 'pays homage to the massacre of 1,700 people'.
The former Sinn Féin leader has been accused of making light of Provisional IRA atrocities in the video.
The charity sketch, posted online by Derry-based greeting card company Ferry Clever, involved Mr Adams appearing as a carol singer.
He then performed an altered version of 'Deck The Halls' in which he sang: "Tis the season to be jolly, Tiocfaidh ar la, la, la".
Asked by a woman if carol singers were at the door, another man replied: "I can neither confirm nor deny it was carol singers - they haven't gone away, you know".
Prison officer Brian Stack died in 1984 after being shot by the Provisional IRA.
His son Austin told Newstalk Breakfast this was very hurtful to their family.
"This video pays homage to the massacre of 1,700 people on this island.
"It's horrible, it's disgusting and it's very hurtful.
"I think Gerry Adams knew what he was doing, the card company knew what they were doing.
"And while they've taken down the video... they have form for this before.
"If you look at that card company, they have various cards that they've put out before - particularly around Christmas time.
"This type of thing is wrong on any level, at any time of the year, but Christmas time more so".
Asked if he would accept this was done in jest, Mr Stack says: "That's just not a credible argument.
"If the shoe was on the other foot, and if somebody made light of a Christmas thing of Bloody Sunday, I'm sure that Gerry Adams would be taking a different view to it.
"It's a whole thing of trying to sanitise and make light of the pain and the hurt."
And Mr Stack claims online chatter, criticising those who condemn the sketch, is being done in an organised way.
"Look at my Twitter feed and see the pile-on from supporters of Gerry Adams in relation to this.
"It's absolutely vile, and it's an attempt to silence the critics of the IRA - and it's done in a very organised fashion".
In a statement, Ferry Clever says: "Whilst our business is based around satirical comedy, it was never our intention to offend anyone.
"We have now removed the video and have stopped selling the card in question.
"This will not affect the charitable end of this initiative as we will be making a donation to ensure the charity is not negatively impacted.
"As all of our customers will already know we regularly create videos with well-known and high profile people for charitable causes specifically to raise awareness and much needed funds for local charities.
"These initiatives are a very effective way for us to give something back to the local communities we are ultimately here to serve however we accept in this instance our approach has unintentionally caused hurt which we deeply regret."
