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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Police arrest four men and shut down ‘incredibly dangerous’ cannabis farm in Salford
Daisy Jackson
Police have shut down a suspected cannabis farm in Salford today, arresting four men.
Officers swooped on the property on Arthur Street in Swinton after finding evidence that the house was being used to grow cannabis plants.
The farm has been described as ‘incredibly dangerous’ to other occupants in the area.
Three rooms in the house were full of plants growing, with a huge amount of wiring surrounding them that posed a fire hazard.
The four men detained by Greater Manchester Police (GMP) Salford Neighbourhood Team were subsequently arrested on suspicion of involvement in the production and supply of cannabis and remain in police custody for questioning.
Sergeant Peter MacFarlane said: “Locating a cannabis farm is a great result for the team who are gathering intelligence and working hard to crackdown on drug-related crime across Salford.
“Farms of this nature are also incredibly dangerous to other occupants in the area. The building itself is still being made safe due to the amount of wiring around the plants. Criminals running these types of enterprises have no regard for public safety and in these conditions, an electrical fault from bad wiring could easily start a fire and endanger lives.
“The arrests and seizures then go someway towards disrupting the supply of illegal drugs and the criminality that comes with it, and will also make our communities safer.
“This operation was intelligence led and a huge part of our intelligence comes from members of the public sharing information with us. If you have suspicions about a crime taking place please report it so we can take positive action and bring those responsible to justice.”
You can make a report by calling 101 or 999 in an emergency. You can also report via the LiveChat function on GMP’s website: www.gmp.police.uk
Alternatively you can contact the independent charity Crimestoppers anonymously on 0800 555 111.
Featured image: GMP
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‘Groundbreaking’ new app to help get homeless people into work launches in Manchester
Emily Sergeant
Homeless families across Manchester are set to benefit from a “groundbreaking” new service that gives them access to employment support.
With the ultimate aim of helping homeless people move out of temporary accommodation and into their own homes, Manchester City Council has announced a new pilot partnership with Beam – a social enterprise that fundraises on behalf of homeless people and connects them with a supportive online community.
Through Beam’s “innovative” app-based platform, homeless people can raise money for items that often end up being financial obstacles to them moving into a permanent home, whether than be funding equipment or training to help them secure stable and financially-viable employment, or towards a rental deposit, moving van, or other homeware essentials, and everything in between.
Donations come from people in the local community, and are shared out equally between participants, so that everyone reaches their fundraising target within an average of 17 days.
Having helped more than 1,300 homeless people “achieve their goals” since being founded in 2017, Beam isn’t just about funding, as it also has a team of caseworkers who provide one-to-one help with employment to those in need.
The caseworkers also lend a hand with searching for properties online, communicating with landlords, and booking house viewings, while Beam also works with a network of vetted landlords to help people find a home
The initiative also provides further support for at least six months after moving.
‘Groundbreaking’ new app to help get homeless people into work launches in Manchester / Credit: Beam
Over the next year, Manchester City Council says its pilot partnership with Beam will initially support 25 families who are living in temporary accommodation in the region, and move them into their own private rental homes.
Residents can be referred to the scheme by the Council’s housing teams, as well as other local services, and each person is assigned a caseworker from Beam, who then supports them on their journey into stable housing.
“No one chooses homelessness voluntarily,” admitted Councillor Joanna Midgley, Deputy Leader of Manchester City Council.
“And when it happens, it can be devastating, which is why we are looking at a range of solutions to help people secure affordable and decent homes in Manchester.
Manchester City Council has announced a new pilot partnership with Beam / Credit: Beam
“Our new partnership with Beam is an innovative approach to improve people’s life chances, supporting them, where possible, into sustainable jobs allowing them to move out of temporary accommodation and into their own homes.
“This is coupled with individual, tailored support which is critical to the success of sustaining an affordable home and which is available to everyone on this pilot scheme.”
Sophie Smith -
20th April 2022 
