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
Beloved local comedian Justin Moorhouse pays touching tribute to son Barney
Daisy Jackson
Justin Moorhouse has shared a touching tribute to his son, after announcing over the weekend that Barney had passed away.
The much-loved Tameside comedian wrote that the family are ‘besides themselves with grief’, before later sharing some of his favourite memories of his son, who was in his 20s.
Justin Moorhouse, who starred in Phoenix Nights and just recently performed at the Manchester Opera House on his ‘The Greatest Performance of My Life’ tour, described his son as ‘the sweetest, kindest soul’.
He wrote that Barney ‘just went to sleep and didn’t wake up’.
Following the heartbreaking news, Justin shared three of his fondest memories with his son, including a Flaming Lips gig in Leeds, Bleachers at the O2 Ritz in Manchester, and a trip to the US.
He wrote: “Some of my favourite memories of Barney are music gigs. I am so lucky to have enjoyed loads of stuff he did and obviously hates loads too!
“Luckily, he didn’t think I was too awkward to hang out with at gigs… How lucky I’ve been to have him.”
On Saturday, Justin Moorhouse shared: “It is with the heaviest of hearts I have to tell you our beautiful boy Barney has passed away. Me, his mum and step mum, his sister, cousins, aunts and uncles, grandparents and his gorgeous friends are besides ourselves with grief.
“I am consoling myself as much as I can knowing that he loved us all and knew we loved him.
“He was so happy, content and excited about the future. The sweetest, kindest soul.
“He just went to sleep and didn’t wake up.
“I can’t imagine how the next days and weeks will unfold but I know we are able to cope – love always helps.
“I am him and he is me. Sleep tight Barney. Dad x
“Appreciate your kindness and sensitivity towards the family at this time.”
Government officially approves Eton’s plan to ‘remove barriers’ and open new FREE college in Oldham
Emily Sergeant
Eton’s plans to open a new free college in Oldham will officially go ahead following Government approval this week.
In case you need bringing up to speed a bit, plans for three new post-16 colleges – with the other two being in Dudley and Middlesborough – that are designed to help give young people who’ve done well in their GCSEs the opportunity to achieve the A-Levels they need to go to Oxbridge and other elite universities across the world were first announced back in March 2022, and then given the green light in August 2023.
Eton has partnered with Star Academies – which is said to be the highest-performing state school trust in the country – for the new colleges.
The colleges will aim to recruit ‘dynamic young people from deprived communities’, including in Oldham, and provide them with a ‘rigorous and rounded education’ that supports their ambitions to achieve places at ‘the very best universities’.
Oldham Council has welcomed the news that the new college – set to be named Eton Star Oldham – will go ahead, after the Government confirmed the conclusion of its national review into the proposals.
The decision means that Oldham will become one of the first places in the country to offer this new education model that combines high standards with strong partnerships and expanded opportunities for local young people.
The Government has officially approved Eton’s plan to open a new free college in Oldham / Credit: Wikimedia Commons
Approval means pupils from every background will soon have access to the ‘very best’ opportunities.
Cllr Arooj Shah, who is the Leader of Oldham Coucil, said this is ‘great news’ for Oldham, adding: “Eton Star Oldham will give our young people access to life-changing opportunities, no matter their background or where they start in life.
“We have been clear throughout that this must be a college shaped with our young people, our parents and our communities.
“Now that the Government has confirmed it will go ahead, we will work closely with Eton College and Star Academies to make sure this delivers for Oldham’s children and opens doors for generations to come.”
Sophie Smith -
20th April 2022 
