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
TfGM issues safety warning and advice for travelling on public transport during extreme heat wave – including ‘get off’
Daisy Jackson
Transport for Greater Manchester has urged passengers to ‘stay safe’ when travelling as the city braces for an extreme heatwave this week.
As well as issuing some safety advice, TfGM has also warning that delays and disruption are possible across the network as temperatures climb as high as 36ºC on Wednesday and Thursday this week.
Customers are being advised to carry water with them when travelling, and to wear light clothing.
Also included in the travel advice is to ‘get off’ public transport at the next stop if you feel unwell, to seek fresh air.
It’s also advised to allow more time for your journey and to check the latest information and advice before setting off.
And most importantly, passengers are asked to look out for each other, especially those who are vulnerable.
The Bee Network may experience disruption later this week as the overhead lines that power the trams and trains are often adversely affected by high temperatures.
TfGM’s Customer and Growth Director, Fran Wilkinson, said: “Very high temperatures are forecast this week that can affect both people and the transport network.
“We will have staff out to help those who need it, and I would encourage customers to take a few simple steps to stay safe and comfortable while travelling, such as by carrying water, travelling at cooler times of the day and looking out for others.
“Due to the heat, there may be some disruption to Bee Network or local train services and I would encourage people to check for the latest information and advice before making their journey.”
TfGM advice for travelling in heatwave
Carry water and drink plenty of fluids
Avoid travelling during the hottest part of the day where possible
Wear light clothing and stay in the shade
If you feel unwell while travelling, get off at the next stop and seek fresh air
Plan your journey, check for the latest information and advice before setting off and allow extra time to make your journey
Look out for other passengers who may need help, especially those who are more vulnerable
Bee Network staff will be out across the network to help passengers, who can get the latest travel information and advice by checking the website or app.
Manchester’s ‘busiest’ road set to close for annual safety inspections this weekend
Emily Sergeant
The Mancunian Way is set to close for its annual safety inspections this weekend.
As Manchester City Council looks to ‘improve’ what is, by far, one of Manchester’s busiest and most-used roads, given the fact it is the main thoroughfare in and out of the city centre, it has been confirmed that a two-day closure of Mancunian Way is set to take place this weekend so that essential inspection works can be carried out.
With an estimated 15 million journeys taken along this road annually, the Council says it’s vital that inspections are conducted to keep traffic flowing.
Taking place over the weekend, both carriageways and their slip roads will be out of use from 6am on Saturday 27 June until 6am on Monday 29 June.
The closure will run from the Chester Road roundabout and Fairfield Street.
🚧 Mancunian Way Annual Maintenance
The Mancunian Way and its slip roads will be closed on 27–28 June for essential inspections and repairs.
— Manchester City Council (@ManCityCouncil) June 22, 2026
Fully signed diversions will be in place during this time for vehicles travelling in both directions, the Council has confirmed – with diversion routes planned for Trinity Way, Great Ancoats Street, Bridgewater Viaduct, Whitworth Street West, Whitworth Street, and Fairfield Street.
Of course, this does mean that some disruption to the public is expected, with anyone travelling in and out of the city centre told to plan their journeys ahead of time, however the Council has chosen for the closures to be overnight so that any disruption is kept to a low a level as possible.
“Because of the tens of thousands of vehicles we see use the Mancunian Way every day, ensuring its proper maintenance and upkeep is essential”, commented Councillor Mandie Shilton Godwin, who is the Executive Member for Clean Air, Environment and Transport at Manchester City Council.
“There will be a level of disruption which is why we’d urge people to plan their journeys ahead and find an alternative route which avoids the closure.
“Thank you to everyone ahead of your patience as we carry out these essential works.”
Sophie Smith -
20th April 2022 
