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
Hawksmoor issues statement after ‘kicking out’ Tommy Robinson from one of its restaurants
Daisy Jackson
Hawksmoor has issued a statement after a viral video captured far-right activist Tommy Robinson being asked to leave one of its restaurants.
In the video, staff at the acclaimed British steak house told Robinson – real name Stephen Yaxley-Lennon – that he would have to go because members of staff feel uncomfortable serving you’.
The supervisor then politely told the party not to worry about the drinks and that they had been paid for, also handing over a business card for Hawksmoor CEO Will Beckett in case they wanted to discuss the matter further.
Robinson was dining in one of the group’s London restaurants with former prominent EDL member Guramit Singh Kalirai who challenged the staff and asked: “Is it because of the colour of my skin?”
The supervisor responded: “No, no, no. We have a duty of care to our members of staff. We like to look after our people, as I’m sure you can understand.”
After the video went viral on X, Hawksmoor went on to share a statement in response, saying that guests and staff ‘felt uncomfortable and complained’.
The statement, signed by CEO Will Beckett, added that the Hawksmoor team has faced ‘a huge amount’ of ‘quite concerning’ fallout from the Tommy Robinson incident.
He added that ‘this was not about politics or beliefs’.
Hawksmoor’s statement reads: “Our focus is always to give the best restaurant experience to the most people possible.
“On Thursday, a public figure was asked to leave one of our restaurants because guests and staff felt uncomfortable and had complained. The party left peacefully and politely on request.
“This was not about politics or beliefs. Hawksmoor is not a political organisation; we’re a group of restaurants. We want to welcome as many people as possible, regardless of background or views, to our teams or as our guests.
“We’re not trying to engage in a public debate. The team has had to deal with a huge amount of fallout from this, some of which is quite concerning. We would like to get back to focussing on looking after those people, and our guests. Thank you to them, and the many of you who have been so supportive.”
Police release footage of missing Manchester man Adeo Alston-Ekpei’s last-known movements
Emily Sergeant
Video footage showing the last-known movements of a Manchester man who’s been missing for three weeks now has been released.
Detectives at Greater Manchester Police (GMP) are continuing to search for Adeo Alston-Ekpei, who has not been seen since Friday 16 May.
The 25-year-old was seen in Fletcher Moss Park in Didsbury at around 3pm, before later being seen walking down Kingsway away from Manchester and close to the River Mersey, at around 5.20pm that same day.
Multiple lines of enquiry being explored by police at present, but anyone who believes they may have seen him from around this time, is asked to get in touch.
Adeo is described as being a mixed-race male, with long curly black hair and a long singular dreadlock, and bleached eyebrows. He has a cupid’s bow piercing and a right eyebrow piercing. He also has an ‘AKA’ tattoo on his right wrist, and a ‘24’ tattoo in the right side of his chest.
He was last seen wearing long blue denim shorts, an undone green short-sleeved button-up shirt, and white Adidas trainers.
Friends have also recently set up a public fundraiser to help with the search for Adeo.
Adeo Alston-Ekpei has been missing for almost three weeks / Credit: GMP
“We are dedicated to finding Adeo and getting much-needed answers for his family,” commented Detective Inspector Kelly, from GMP’s Manchester district, as the footage was released to the public this week.
“I would ask any residents around the Kingsway area, and surrounding housing estates off Kingsway into Gately, and who may have dashcam or CCTV footage from around this time, to please check and get in touch if you have any information.
“Likewise, if anyone believes they have seen Adeo, please get in touch with one of our officers. Any information is appreciated and investigated as we continue our work.”
#MISSING | We are continuing to ask for information relating to missing Adeo, who was last seen on May 16.
We have additionally released CCTV footage showing Adeo’s last known movements on Kingsway, Manchester.
— Greater Manchester Police (@gmpolice) June 5, 2025
A spokesperson for Adeo’s family described the missing man as ‘kind, funny, and intelligent’ with a ‘huge heart’, but they say he ‘wasn’t himself when he disappeared’.
“He may have come across as agitated, lost, or confused,” the spokesperson admitted. “In his last call to his mum, he was in a very vulnerable state.”
Anyone with any information regarding Adeo’s whereabouts is urged to contact South Manchester CID directly on 0161 856 6051 or 0161 856 6063, or you can use the LiveChat function on GMP’s website and quote log number 838 of 18/05/25.
Alternatively, you can report information to Crimestoppers anonymously on 0800 555 111.
Sophie Smith -
20th April 2022 
