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
New endometriosis pill helping hundreds of women with ‘debilitating’ condition to be made available on NHS
Emily Sergeant
A groundbreaking new pill to help women with a ‘debilitating’ condition is set to be made available on the NHS.
The new daily pill for endometriosis – which has been approved for use on the NHS in England by the National Institute for Health and Care Excellence (NICE) – is called linzagolix, and will be available for those who have had previous treatment for endometriosis, working to manage any symptoms they may be experiencing.
Around 1.5 million women in the UK are thought to be currently living with endometriosis.
Endometriosis can cause chronic pain, heavy periods, and extreme tiredness when tissue similar to the womb lining grows elsewhere in the body.
A new daily pill for endometriosis has been approved for use on the NHS, and could help over a thousand women in England every year manage the symptoms of the debilitating condition.
As mentioned, linzagolix will be available specifically for patients whose previous medical or surgical treatments for endometriosis have been unsuccessful, and will be given alongside ‘add-back’ hormone therapy – which involves using low-dose hormone replacement therapy (HRT) to prevent menopause-like symptoms and bone loss.
This is the second take-at-home treatment to be approved to treat endometriosis on the NHS, and it’s thought that more than 1,000 women will benefit.
In clinical trials, linzagolix was shown to be successful in reducing painful periods and non-menstrual pelvic pain, compared with placebo, hence why it has been approved on the NHS by NICE.
“This is welcome news for women with endometriosis who haven’t found relief from previous therapies or surgery,” commented Dr Sue Mann, who is the National Clinical Director in Women’s Health for NHS England.
“It’s another treatment option which will help women take control of their health and better manage the symptoms of this often painful and debilitating condition.
“This is a testament to our ongoing commitment to improving treatment, care and quality of life for women.”
Featured Image – Heute
News
Wigan woman jailed after hitting pedestrian in Fiat 500 while driving high on nitrous oxide ‘balloons’
Emily Sergeant
A young woman from Wigan has been handed jail time after hitting a pedestrian while driving high on nitrous oxide.
Louisa Tunstall was driving a white Fiat 500 towards the East Lancashire Road in Wigan at around 7pm on Friday 24 May 2024 – a time when traffic conditions were said to be ‘quiet’ – but Tunstall was under the influence of a now-banned drug, nitrous oxide, at the time of the incident, Greater Manchester Police (GMP) confirmed.
While driving under the influence, 19-year-old Tunstall veered to the left onto the pavement and collided with a 51-year-old woman pedestrian.
After striking the woman, the car then overturned and, in the process, caused serious life-changing injuries.
When questioned by police, Tunstall stated that she ‘took her eyes off the road’ to retrieve something in the footwell before knowing the car had flipped, but she also confirmed that she had just been out to purchase nitrous oxide to use that evening.
After obtaining witness accounts, investigating officers were able to track down nearby CCTV footable which showed Tunstall inhaling nitrous oxide through a balloon whilst driving, seconds before the collision occurred.
#JAILED | It's not a laughing matter when you get behind the wheel under the influence of drugs.
Now Louisa Tunstall has to spend over a year behind bars after inhaling nitrous oxide and causing serious injury in #Wigan last year.
— Greater Manchester Police (@gmpolice) May 14, 2025
Further investigation by GMP’s Forensic Vehicle Examination Unit examined the Fiat 500 and confirmed that no defects were found on the car to contribute towards the collision.
Still to this day, the victim says she is trying to recover from the injuries sustained to her leg that will prevent her from continuing life as she did before.
“The incident is still very raw when I think about it,” the victim explained in her impact statement released by GMP. “I become upset when I think at everything which has been taken away from me and the ongoing affect it has had and continues to have on my daily life.”
GMP says it’s seeing the use of nitrous oxide being a factor in incidents they attend increasing year on year.
Nitrous oxide, also known as ‘laughing gas’, is reported to produce euphoria, relaxation, dizziness, giggling or laughing fits, impaired judgement, and occasionally dissociation and hallucinations – which GMP says affects reaction time and and is ‘likely lead to impairment’ in driving performance, particularly when faced with an unexpected or hazardous situation.
Tunstall appeared at Bolton Crown Court this week, and has been sentenced to one year and eight months imprisonment for having possession of a Class C drug, driving under the influence of drugs, and causing serious injury by dangerous driving.
Alongside being jailed, she was also disqualified from driving for two years and eight months, and has been ordered to take an extended test when she is released.
Sophie Smith -
20th April 2022 
