Rugby World Cup 2019: Fans ridicule 'creepy' photo of All Blacks' Barrett brothers

World Rugby has left some rugby fans scratching their heads after a "creepy" photo was used to promote New Zealand's Barrett brothers. 

All three brothers - Beauden, Scott and Jordie - will take to the field for the All Blacks clash with Canada on Wednesday night.

On its Facebook page, World Rugby shared the news by portraying them as the toy dolls out of The Shining - captioned with the famous line "come play with us".

"What's scarier than facing the three Barrett brothers on the pitch?," the Facebook post says.

The photo has received mixed reactions, with most ridiculing the "creepy" image.

"I am disappointed and concerned by this approach," one commenter said.

"How do I unsee this please?" another wrote with someone else adding: "Thanks for the nightmares." 

Others took the opportunity to take a stab at the tournament's refereeing, which has been under heavy scrutiny.

One person commented that one thing scarier was "The AB's being reffed [sic] the same as everyone else".

The All Blacks have recalled wing Rieko Ioane among a host of changes for Wednesday's pool game against Canada.

Rugby World Cup 2019: Fans ridicule 'creepy' photo of All Blacks' Barrett brothers

Ioane, 22, was once a fixture in the No.11 jersey, until a combination of injury, poor form, and the emergence of George Bridge saw him fall out of favour with the selectors. 

All Blacks: 1-Atu Moli 2-Liam Coltman, 3-Angus Ta'avao, 4-Patrick Tuipulotu, 5-Scott Barrett, 6-Shannon Frizell, 7-Matt Todd, 8-Kieran Read (c), 9-TJ Perenara, 10-Richie Mo'unga, 11-Rieko Ioane, 12-Sonny Bill Williams, 13-Jack Goodhue, 14-Jordie Barrett, 15-Beauden Barrett 

Reserves: 16-Codie Taylor, 17-Ofa Tuungafasi, 18-Nepo Laulala, 19-Sam Whitelock, 20-Ardie Savea, 21-Brad Weber, 22-Ryan Crotty, 23-Ben Smith

Join us for live updates of the All Blacks v Canada match from 11:15pm Wednesday.