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’.
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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.
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“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.
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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.”
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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
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Government sets up taskforce to deliver ‘urgent action’ on maternity care in England
Emily Sergeant
A taskforce aiming to deliver ‘urgent action’ on maternity care in England has been set up by the Government.
The new Maternity and Neonatal taskforce – which is chaired by the Health and Social Care Secretary, Wes Streeting – will tackle ‘deep-rooted inequalities’ and deliver urgent action on the recommendations of the independent national investigation into maternity and neonatal services in England.
This means that women, babies, and families will receive safer and higher-quality care from the NHS in the long run.
According to the Government, the expert panel includes families, senior NHS leaders, royal colleges, campaigners, academics, and third sector representatives.
The Government has set up a taskforce to deliver ‘urgent action’ on maternity care / Credit: Jimmy Conover (via Unsplash)
As part of the selection process, the Government has been working closely with harmed and bereaved families to ensure their personal experiences were reflected, and those who have been chosen collectively have the clinical expertise, lived experience, and sector know-how to deliver the changes so desperately needed for families.
Starting next week, the Secretary of State will chair regular roundtables with the new taskforce – with the first priority to agree its Terms of Reference.
The taskforce will also address recent developments in maternity and neonatal care, including recommendations from the Thirlwall Inquiry, and the independent review into maternity services at Nottingham University Hospitals NHS Trust.
📢 National maternity and neonatal investigation to be launched
Too many families have suffered preventable harm.
The investigation will urgently look at services with specific issues and the entire maternity system, making sure each family receives safe and compassionate care. pic.twitter.com/J8XkwGM9dN
— Department of Health and Social Care (@DHSCgovuk) June 23, 2025
The taskforce will also be supported by a wider range of experts – as part of ‘expert reference groups’ – that the Government says will bring ‘a broader range’ of perspectives.
“Every woman and baby deserve safe, compassionate care during pregnancy and birth, and the very best start in life,” commented Duncan Burton, who is the Chief Nursing Officer for England.
“Although NHS maternity and neonatal teams work incredibly hard to support women and families every day, we know there is more we must urgently do to improve care and experience.
“I look forward to working with members of the taskforce to improve safety and deliver the best possible outcomes and experience for women, babies, families, and colleagues working in these services.”
Featured Image – Credit: Aditya Romansa (via Unsplash)
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Manchester Piccadilly is closing AGAIN for more improvement works this weekend
Emily Sergeant
Manchester Piccadilly is set to close again for more improvement works this weekend.
In case you hadn’t heard, Manchester Piccadilly train station was closed for nine days back in mid-February while a ‘once-in-a-generation upgrade’ was carried out – with very few train services running in or out of the station in the process, and as you’d expect, widespread disruption caused for those travelling around the region.
But thankfully, after many journeys were impacted for those travelling to and from major destinations like Manchester Airport, and on the West Coast Mainline, the station was back up and running at the end of February, with passengers thanked for their patience in the meantime.
Network Rail invested £7.9m into the major upgrade, with the main points of action being to improve tracks, points, and signalling systems on the southern approach to Manchester Piccadilly station.
At the time it was announced that the station had reopened, passengers were alerted to further minor closures in the future, and one of those closures is set to take place this weekend.
🗓️ On 1 & 22 March, we’ll complete follow-up work following our £7.9m track upgrade at Manchester Piccadilly.
🛤️ Morning journeys will be disrupted on those days, with rail replacement buses in operation to keep you moving.
This Sunday (22 March), routine follow-up work will take place to secure the new railway foundation stone through a process called tamping, and this will impact trains until 1pm, so passengers are advised to check online ahead of time if planning to travel.
These upgrades are said to help deliver ‘smoother, more reliable’ journeys for passengers in the future, but during this time, trains from the south and east will not run into Manchester Piccadilly.
All station facilities at Manchester Piccadilly will remain open on the day, including the ticket office, Passenger Assist lounge, toilets, and retail outlets, and Metrolink trams will continue to stop at the station too.
Northern has confirmed that it will continue to run a reduced timetable on services to Liverpool Lime Street, Blackpool North, and Chester.
Sophie Smith -
20th April 2022 
