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
All Brewers Fayre and Beefeater locations across the UK are closing down
Danny Jones
It looks to be the end for not one but two of Britain’s best-known and long-running restaurant franchises, as Brewers Fayre and Beefeaters will be closing down all of their locations.
Dating back to the mid-1970s, there will soon be none left anywhere in the country
The pair of recognisable chains, owned by parent company Whitbread PLC – who also own Premier Inn, hence why they usually come as a joint package – have nearly 200 sites across the UK, but they are already in the process of a wholesale shutdown.
News of the impending closures first began circulating back in April, but now the process is said to be fully underway, with multiple Greater Manchester names on the chopping block.
A real shame all brewers fayres are closing down. As a member they’ve sent me a last free main. So enjoying a mixed grill pic.twitter.com/EIHMZ7LCvv
— Daniel Turner⚽️ 🏟️ 1️⃣1️⃣5️⃣8️⃣ (@puffpuff65) August 4, 2026
With roughly 3,800 staff set to be made unemployed as part of the major restructuring by Whitbread, the job cuts will see approximately 12% of their workforce laid off from a total of around 30,000.
One local duo due to face the music is the soon-to-close Stable Gate in Denton and Wheatlea Park in Wigan – both of which are Brewers Fayre branches.
89 of the brand’s boozers have been given until early September (some dates may vary) to shut up shop and hold not just their last orders, but their final dinner service full stop.
The rest of the venues closing next month are Beefeater pubs, including the Heaton Park one in Crumpsall, The Quay House at Salford Quays, and the Whitgate Inn over Oldham way.
As for others nearby, Macclesfield’s Springwood Park is also set to close.
The older of the two British mainstays is Beefeater, which was founded by Whitbread back in 1974 when they opened their first pub, The Halfway House, down in Enfield.
Brewers debuted up North in ’79, with a maiden watering hole called The Farmers Arms in Preston, before going on to open several locations around Lancashire and eventually nationwide.
Most of you will likely have visited or at the very least passed one of those food and drink spots in your time, and while they may be more associated with hotels and service stations these days, they still served as regular haunts for plenty of people who will no doubt be gutted to see them go.
Speaking of services, another big name is expanding further into the North West.
Police order two Oldham brothels to close following reports of ‘suspicious activity’ by neighbours
Emily Sergeant
Two properties in Oldham have been ordered to close after being identified as brothels.
Greater Manchester Police (GMP) confirmed that closure orders were granted by Tameside Magistrates’ Court at the end of last month following enforcement action by the Oldham neighbourhood policing teams working in collaboration with GMP’s legal team.
Officers received information from residents, councillors, and partner agencies regarding ‘suspicious activity’ linked to the addresses.
Some of the concerns included men arriving throughout the day and night, staying for short periods of time before leaving again, all causing significant distress to those living nearby – subsequently leading to police investigation.
First up, on Monday 27 July, neighbourhood officers attended an address on Balfour Street in relation to a concern for welfare, but upon entering the property, they identified a brothel operating at the address, and then, on the evening after (Tuesday 28 July), officers executed a Section 8 PACE warrant at an address on Miriam Street.
48-hour closure notices were authorised for both premises at first, but now following an application to the court, three-month closure orders have been granted.
It is now a criminal offence to enter or remain in either property during the period of the closure orders.
“These two premises had a significant impact on people living nearby, with men attending the addresses throughout the day and night and loitering outside neighbouring homes while waiting to enter,” commented Amie Whitehead, Neighbourhood Inspector for Oldham South & West at GMP.
“Residents told us this behaviour was causing considerable distress within the community and affecting their quality of life.
“We’ve responded to reports, worked with partners and gathered evidence to take enforcement action, and have now secured closure orders to prevent further criminality and protect the local community.
“I would like to thank residents who came forward with information, as community intelligence is vital in helping us identify and address this type of offending.”
Sophie Smith -
20th April 2022 
