A Mother’s Day advert that featured missing child Madeleine McCann has been deemed ‘offensive’ and banned by the Advertising Standards Authority (ASA).
They were shared alongside a message that read: “With burgers this good, you’ll leave your kids at home. What’s the worst that could happen? Happy Mother’s Day to all the mums out there.”
The ASA has now upheld three complaints it received about the post and said that the Otley Burger Company’s posts ‘trivialised the circumstances surrounding Madeleine’s disappearance and made light of a distressing news story concerning reports of child abduction and serious crime’, The Hoot reports.
There were similar copies of the advert (which the owner stated ‘is not an advert …’ in its caption) on Facebook and Twitter – all of have been deemed ‘likely to cause distress’.
ADVERTISEMENT
The Mother’s Day advert, which featured a photo of Madeleine McCann, has been banned. Image: The Otley Burger Company
The watchdog said: “The ASA considered the nature of the content to be of such a concern that we asked the relevant social media platforms to remove the content and suspend the account pending our investigation.
“The Otley Burger Company said that they would not use photos of Kate McCann in that manner again or superimpose images of Madeleine McCann being kidnapped. They said that all ads had been removed and would not be appearing again. They also said the image was a meme and there was no product placement, so it was not advertising.
ADVERTISEMENT
“Meta stated that they had reviewed the content in the Instagram post and had removed it for violating their policies. They undertook a broader review of the Instagram account, removed further content and placed restrictions on the account.
“Twitter said the tweet had been deleted.”
Since the controversial social media posts were published, the Leeds takeaway owner has received backlash, including for the comments made on Mother’s Day where the business uses an offensive Madeleine McCann.
ADVERTISEMENT
Madeleine McCann was abducted whilst on holiday with her family in 2007 and has remained a high-profile missing person case around the world ever since. / Image: Gideon, Flickr
On Instagram, arguments broke out about the post with some suggesting the meme-style advertisement was uncalled for: “Let’s start a PR stunt using someone else’s dead daughter. [You’re] just a greasy burger flipper stay in your lane”.
Other said: “Madeleine McCann and her mum in this post ? Seems a bit sick and in very poor taste” to which the Otley Burger Company, clearly unphased, replied “only thing sick here is our photoshopping skillz”.
The ASA took the high-profile case of Madeleine McCann’s disappearance into account, along with the date – Mother’s Day – that the images were posted.
Their statement continued: “We noted that the ads were all posted on 27 March 2022 which was Mother’s Day. We considered that in combination with the images, 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, and particularly for those who may have experienced the disappearance of a child.”
ADVERTISEMENT
The Otley Burger Company has been told not to republish the advertisements to avoid ‘causing serious and widespread offence and distress’.
The Otley Burger Company has not yet publicly comment on the ruling.
Feature Image- The Otley Burger Company
News
‘Prolific’ South Manchester burglar jailed for thefts which included peanuts…
Daisy Jackson
A ‘prolific’ burglar has been jailed for just over two years, for numerous thefts including sunglasses, airpods, and peanuts…
The man was caught red-handed inside someone’s property, where he claimed he was just wanting a glass of water – but was found by police officers to have the resident’s car keys in his pocket.
Fazal Alnesi, 26, from Moss Side, was then linked to a number of other burglaries, attempted burglaries, and thefts across South Manchester.
Fazal was sentenced to 27 months at Manchester Crown Court last week after pleading guilty to offences including six counts of burglary in June of this year.
He was arrested on 12 June, when a man returned to his home in Fallowfield in the early hours of the morning and discovered Fazal inside his address.
He claimed he was there because he wanted a glass of water but subsequently refused to leave, which led to police being called.
Officers placed Alnensi in handcuffs and found the resident’s car keys in his pocket, as well as indications that he’d been rummaging through the man’s drawers.
He was later linked to other thefts include a wrench set from a car, a pedal cycle worth £350, airpods, sunglasses – and even peanuts from one address.
He additionally took an electric bike charger from one address worth hundreds of pounds.
PC Jon Holden, from GMP’s City of Manchester district, said: “Alnensi took various items from several homes and cars across a two-week period earlier this year, making off with hundreds of pounds worth of goods.
“Ultimately, Alnensi left people feeling unsafe in his own home, and I am glad he is now behind bars.
“Our team will investigate all burglaries, and I would encourage people to get in touch with us – all intelligence helps us lock up criminals and bring them to justice.”
The top 10 ‘happiest’ places to live in the North West in 2026 have been named
Emily Sergeant
The top 10 happiest places to live in the North West have been named for 2026.
It comes as Rightmove has published its annual ‘Happy at Home’ index this week, just as it has done for the last 14 years now, exploring exactly what it is that makes people feel content about where they live, and highlighting the happiest places nationwide ahead of the new year – with thousands of residents across more than 200 locations providing feedback.
The residents told the leading property listing platform what they love (or don’t love) about their community, from the friendliness of their neighbours, to job opportunities, access to green spaces, and so much more.
The survey also outlined the differences in happiness in rural, urban, and suburban environments, as well as the way our sense of ‘home happiness’ changes as we age.
So, when it comes to the North West as a whole then, where do we have in the top 10?
Well, to kick things off, you may have already seen that one Lancashire market town has earned its place in the top 10 nationwide, not just for the North West region – and that’s Chorley.
Closest to the Bolton and Wigan boroughs, Chorley – which is is about a 40-minute drive outside of Manchester, and sits on a direct train route into the city centre.
But aside from the national top 10, when it comes to the regional top 10, the next two towns following Chorley in second and third are both in Greater Manchester.
The North West’s top 10 happiest places to live 2026
Chorley
Stockport
Altrincham
Chester
Macclesfield
Southport
Kendal
Wirral
Northwich
Carlisle
Altrincham has been named one of the North West’s happiest places to live / Credit: The Manc Group
The ever-thriving Stockport comes in at number two, followed by Trafford favourite Altrincham directly behind it at number three.
Other of the region’s inclusions like Bury, Bolton, Wigan, and the Manchester borough itself all ranked towards the bottom.
Speaking on this year’s list, Colleen Babcock – a property expert at Rightmove – explained: “The balance between greenery and everyday convenience runs through the wider findings. Even among people who would ideally choose a rural setting, access to amenities, parks and public transport remains important.
“This year’s results suggest that the places people rate most highly aren’t simply urban or rural, but often bring together some of the best elements of both.”
Featured Image – Roger Kidd (via Wikimedia Commons)
Sophie Smith -
20th April 2022 
