Otley Burger Company Madeleine McCann

An advert for a burger van that aired over Mother's Day in the UK making light of the Madeleine McCann case has been banned for causing offence.

We considered the images of them would be instantly recognisable to many people. They also undertook a broader review of the Instagram account, removed further content and placed restrictions on the account. What’s the worst that could happen.”

A Mothers Day advertisement run by the Otley Burger Company that used the image of missing child Madeleine McCann has been banned.

It also said the ads trivialised the circumstances surrounding McCann's disappearance and made light of a distressing news story concerning reports of child abduction and serious crime. It also states that advertisers must not use a shocking claim or image merely to attract attention. In the background a man was shown running with a smaller image of Madeleine McCann in his hands.

The ASA has banned a concerning ad by the Otley Burger which referenced missing child Madeleine. The restaurant used her kidnapping to promote its food ...

Adding that, in the context of an ad promoting a burger company, the distress caused was unjustified”. The ASA stressed that the posts were posted on the UK’s Mother’s day (March 27, 2022), which factored in the ruling. The post was also deleted on Twitter. “The posting of the ads on that date was intended to further add to the shock factor and offensive nature of the ads.” “We also considered it was likely to have compounded the distress of those who saw the ads, particularly for those who may have experienced the disappearance of a child.” The business used an image of Madeleine McCann, who disappeared in Portugal in 2007, and of her mother Kate. In the background of the picture, a man was “shown running with a smaller image of Madeleine McCann in his hands,” according to the ASA ruling.