Pope Francis repeatedly pulled his hand away as people tried to kiss his ring at an event to mark the feast of the Annunciation.
The head of the Catholic Church appeared to flinch as people tried to kiss the ring as a mark of respect.
Footage captured the unusual moment as people lined up to meet the Pope at the Holy House of Loreto in Italy on Monday.
The video shows people shaking the Holy Father's hand as they lean down to kiss his ring.
But as they reach his hands, he pulls his right one away so they can't kiss it.
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Many look bewildered as they walked away before the next person lines up and he pulls his hand back once more.
The video has divided opinion online with many saying it reflects his reputation as a "modern" pope.
Taking to Twitter , one user called Francis Booth wrote: "I see a modern Pope. He’s openly removed himself from some traditions of the church and is paving a route for the church down a road which holds true to Christian values, not ceremonial ones."
Another commented: "The more this guy does, the more I like him. He’s what the church needs!"
A woman named Alison added: "Looks so rude the way he pulls his hands away and shuffles them on. I always thought everyone kissed the ring, well now I know."
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Marie Ramsay also thought it was odd saying: "How rude! People will travel to see the pope, it’s not like they are trying to steal it from his finger."
Nafisah said: "That’s ridiculous?! People are showing him so much respect and out of respect he should be allowing them to kiss the ring. What is the point of the ring then. If it’s so precious it should be kept in a box for people to view, he shouldn’t have it on his finger too."
It's not clear why Pope Francis pulled his hand away but reports suggest he asked people not to kiss the ring before the event.
Kissing the papal ring is traditionally seen as a sign of respect for the office.
During his visit to Loreto, Pope Francis said mass, comforted sick people and signed a paper he had written about the role of young people within the Catholic Church.
The House of Loreto is one of Italy's most-visited shrines.
