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
News
Government to begin giving millions of UK workers ‘significant’ pay rises from this week
Emily Sergeant
The Government is to begin giving more than three million workers across the UK a ‘significant pay boost’ from this week.
Announced as part of last year’s Budget, and in a bid to ‘put thousands of pounds back in the pockets of working people every year’, the Government confirmed back at the beginning of February that a new National Living Wage of £12.21 per hour, and a new National Minimum Wage of £10 per hour would take effect from April onwards.
Ministers said the 6.7% increase to the National Living Wage – which is now worth £1,400 a year for an eligible full-time worker – is a ‘significant step’ towards delivering the manifesto commitment to deliver a ‘genuine’ living wage.
Today, millions of working people will get a pay rise as the National Living Wage and National Minimum Wage increase.
New rates:
🔹 from £11.44 to £12.21 if you’re 21 and over 🔹 from £8.60 to £10.00 if you’re 18-20 🔹 from £6.40 to £7.55 if you’re under 18 or an apprentice
— UK Prime Minister (@10DowningStreet) April 1, 2025
On top of this, the National Minimum Wage for 18-20-year-olds is also set to go up by a record increase of £1.40 an hour, which means full-time younger workers eligible for the rate will see their pay boosted by £2,500 a year.
The minimum wage pay boot has also been called the first step towards removing the ‘unfair’ age-bands that see a 21-year-old getting paid more than a 20-year-old for doing the same job.
According to the Government, this is also the first time the National Living Wage has taken into account the cost of living and inflation.
Three million UK workers will be getting a ‘significant’ pay rise from this week / Credit: Pexels
“In the last Parliament, living standards were the worst on record and sky-high inflation was crushing working people’s finances,” commented Chancellor Rachel Reeves, explaining why the pay boosts are being introduced.
“Making work pay is good for workers, will strengthen businesses’ workforces, and will grow our economy for years to come.
“It’s a key milestone on my number one mission to get more money in people’s pockets as we deliver our Plan for Change.”
Not only that, but the minimum hourly wage for an apprentice is also set to be boosted later this year too, with an 18-year-old apprentice seeing their minimum hourly pay increase by 18% to £7.55 an hour.
As a result of these particular changes, a further four million workers also could benefit from the positive spill-over impacts of the rate increases.
Featured Image –
News
Body of woman found in River Mersey last year finally identified after ‘extensive’ investigation
Emily Sergeant
The body of woman who was found in the River Mersey last year has finally been identified.
Following what has been described as an ‘extensive investigation’ by Greater Manchester Police‘s (GMP) Major Incident Team to determine the identity of the body, which was sadly discovered in the river adjacent to Chorlton Water Park on 21 March 2024, the family of the victim has now been informed and supported by specialist officers.
The victim has been formally named as 38-year-old Laura Stanley, who was originally from Derbyshire but was living in Stockport.
After the body was discovered, and ‘exhaustive and determined’ investigation by GMP officers began to identify here, including detailed checks of both national and international databases.
The Major Incident Team (MIT) also closely worked in collaboration with specialist forensic service providers to create an anthropological profile, which eventually culminated in the creation of a facial reconstruction image.
Following several media appeals, a relative of Laura contacted officers and then a DNA match was confirmed through a familial link.
“Laura was a kind and gentle person with a great sense of fun and adventure,” Laura’s family said in a heartbreaking tribute to her.
“She was generous, thoughtful, caring and always keen to volunteer within the community. Laura was a proud and loving mum and she will be greatly missed by her girls and all of her friends and family who loved her dearly.”
The River Mersey, across from Chorlton Water Park, where Laura’s body was discovered / Credit: Wikimedia Commons
While Laura has now been identified, police say further investigations will take place to understand her last movements, the events that led to her death, and her discovery in the river.
Additionally, as is standard practice, GMP’s Professional Standards Directorate is also reviewing a previous missing report relating to Laura in the time before the discovery of her body, which will determine prior contact relating to Laura, and whether the appropriate measures were enacted.
#UPDATE | A woman who was discovered in the River Mersey last year has been identified following an extensive investigation by officers in GMP’s Major Incident Team.
Thank you to those of you who have shared our appeals over the last year.
Anyone who knew Laura and thinks they may be able to assist with the investigation is asked to contact police by calling 101, or by using the Live Chat Service at gmp.police.uk, quoting log number 1191 of 21 March 2024.
Alternatively, you can contact the Major Incident Team Syndicate 3 directly on 0161 856 9479, or the independent charity Crimestoppers anonymously on 0800 555 111.
Sophie Smith -
20th April 2022 
