A New Zealand airport’s time limit on farewell hugs at its drop-off zone has stirred up some spirited conversation on social media.

“Max hug time 3 minutes,” a sign at Dunedin International Airport reads, along with a graphic representing two persons locked in an embrace. “For fonder farewells please use the car park.”

The airport’s chief executive, Daniel De Bono, explained that the time limit on goodbye hugs is intended to prevent traffic jams at the drop-off site.

“To keep things moving smoothly, we’ve installed new signage. … It’s our way of being a little quirky and reminding people that the drop-off zone is for quick farewells,” explained De Bono.

“And don’t worry, just a 20-second hug is enough to release oxytocin and serotonin, the happy hormones that boost well-being, so three minutes is plenty of time to say goodbye and get your dose of happiness,” De Bono added.

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Besides, anything longer is “really awkward,” according to De Bono, who is a self-proclaimed “hugger.” He stressed that limiting hug time makes space for others to access the drop-off zone and get their hugs in, too.

De Bono pointed out that those who need a little longer to hug it out with loved ones can use the parking lot, where the first 15 minutes are free.

There are no “hug police” at the airport to enforce the new rule, but airport officials may ask lingerers to take it on over to the car park.

“I’ve seen many interesting things go on at the car park over the years,” De Bono said cryptically in a radio interview.

“The time limit is really a nicer way of saying, you know, get on with it,” De Bono explained.

One Facebook commenter, Marysia Vluggen, said, “You can’t put a time limit on hugs! That’s inhumane.”

“You get 3 minutes to hug?? In America, they don’t even want you to stop. Just come to a slow roll and push your passenger out. I’m serious,” added Facebook user Michele Troby.

The signage inspired a bit of self-reflection for Facebook user John Anderson, who said, “This got me thinking. … Who are the people I would hug for 3 minutes? There are a very few, mostly family, and a dear long-time friend. But in spite of the humor of this sign, it’s something to think about. Life is short.”