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London fire crews brace for '50 Shades' mishaps

50 Shades of Grey comes out this weekend in the United States. (IMDB/Universal) 50 Shades of Grey comes out this weekend in the United States. (IMDB/Universal)
A #50ShadesofRed infograph from LFB. ( A #50ShadesofRed infograph from LFB. (

London firefighters warned Thursday that they're expecting a spike in calls related to people becoming trapped in handcuffs and other household items thanks to the “Fifty Shades” effect.

The London Fire Brigade says “incidents involving the removal of objects from people or people from objects” steadily increased in 2011 when the first racy book hit shelves. Since April of last year they claim to have responded to nearly 400 of the incidents.

With the release of the 50 Shades movie this weekend, fire chiefs created a social media campaign, titled 50 Shades of Red, in hopes of reminding people to leave those handcuff keys nearby.

"The Fifty Shades effect seems to spike handcuff incidents so we hope film goers will use common sense and avoid leaving themselves red faced,” said Officer Dave Brown.

The campaign uses #50ShadesofRed to provide emergency tips and cautionary tales via Twitter.

Men with rings stuck on their genitals or a man locked in a chastity belt are just a few of the embarrassing, real-life examples from LFB. They claim each incident costs taxpayers at least £295.

LFB says the campaign's mission is simple: Think carefully before getting oneself into a sticky situation.

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