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 confirm man was arrested ‘on suspicion of making an explosive device’ in Gay Village
Daisy Jackson
Police have confirmed that the man who was detained in the midst of an incident in the Gay Village yesterday was arrested on suspicion of making an ‘explosive device’.
A huge cordon was in place in the Canal Street area in the city centre on Monday 11 May, after members of the public reported a ‘chemical smell’ coming from a hotel at around 10.45am.
Emergency services attended the scene and found chemical substances in a hotel room.
The man, who was believed to be the occupant of the hotel room, was detained at the scene.
Greater Manchester Police have since confirmed that he was ‘detained on suspicion of making an explosive device’ and was taken into custody for questioning.
In an update shared yesterday, they wrote: “The response to the incident on Canal Street in Manchester city centre is being reduced following reports of chemical substances being found.
“Emergency services examined items within a room inside a hotel following calls from the public at about 10:45am.
“A man, believed to be the occupant of the room, was detained on suspicion of making an explosive device and is currently in custody being questioned.
“Chemical substances found in the room have been examined and are in the process of being safely removed. The subsequent examination ruled out any explosive risk.
“We are working with the hotel management to return the establishment to normal after staff and guests were evacuated as a precaution.
“Staff from the fire service’s Hazardous Materials and Environmental Protection team remain in attendance to conduct tests and ensure the area is safe.
“We would like to thank the public and surrounding businesses for their patience as we continue with our work.”
No trams to run on major Greater Manchester line for two weeks as part of £150m improvement works
Emily Sergeant
Major disruption is on the horizon, as no trams are set to run on a major Greater Manchester line for two weeks this month.
As the next phase of the ongoing £150m investment into Greater Manchester’s tram network gets under way this month, essential track replacement work is set to be be carried out in a bid to make the network ‘safer’ and ‘more resilient and reliable’ for years to come.
Due to improvement works on the Oldham-Rochdale line – which is being carried out between Monsall and Newton Heath & Moston – there will be no trams between Manchester Victoria and Rochdale town centre for two weeks, starting from this Saturday 16 May right through to Friday 29 May.
The work being carried out will involve replacing sections of track and improving drainage along the route.
The track foundation will also be replaced where needed, as well as work to correct the alignment and level of the track.
No trams will be running on a major Greater Manchester line for two weeks from this weekend / Credit: TfGM
Transport for Greater Manchester (TfGM) has conceded that this is a ‘big and complex job’ – with 290 new concrete sleepers and 2,000 tonnes of pea gravel being used, and more than 5,000 tonnes of ballast set to be replaced.
But, when the work is done, it’s aiming to make journeys ‘smoother and more reliable’ for passengers, while improving the condition of the track for the long-term.
While the work is being carried out and the line is closed, bus replacement services will be in place between Victoria and Rochdale Town Centre, and more frequent Bee Network bus services will also call at the bus stops near each tram stop too, however tram tickets will only be accepted on the replacement bus, not on numbered bus services.
Elsewhere, work at Derker will also take place at the same to ‘minimise disruption’.
The track was made safe following a landslip in summer 2024, but now, a longer-term solution will see teams drive steel sheets into the ground to hold it in place and prevent further movement, before further work will be needed later in the year to complete the job.
And to top it off, from Monday 25 to Friday 29 May, improvement work to update equipment that has been in place since the line opened in 1992 will also take place at Piccadilly Gardens, and that means no trams will run between St Peter’s Square/Market Street and Piccadilly during this time.
Customers may need to change trams, take a short walk, or hop on the free bus to continue their journey.
Tram services will resume as normal from the start of service on Saturday 30 May, and passengers travelling during this period are urged to ‘plan ahead’.
Everything you need to know about the planned works is on the TfGM website here.
Sophie Smith -
20th April 2022 
