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'Offensive' adverts for burger van on Mother's Day depicting Madeleine McCann rapped by watchdog
20.04.2022 - 11:53 / manchestereveningnews.co.uk
Adverts posted on social media over Mother's Day for a burger company showing a child depicted as Madeleine McCann being carried away by a running man have been rapped by a watchdog for likely 'causing unjustified distress and serious and widespread offence'.
A tweet posted on March 27 this year stated 'burgers for dinner?' Below was an image of missing Madeleine and her mother, Kate, alongside text which stated 'with burgers this good, you'll leave your kids at home. What's the worst that could happen?'
In the background, a man was shown running with a smaller image of Madeleine in his hands, said watchdog the Advertising Standards Authority (ASA). Text at the bottom of the post stated 'Happy Mother's Day to all the mums out there'.
READ MORE: Boris Johnson gives 'wholehearted apology' over 'partygate' fine, but insists he didn't know he was breaking Covid laws
In a ruling after complaints, the ASA said it considered the nature of the content to be of such a concern that it asked the relevant social media platforms - Twitter, Instagram and Facebook - to remove the content and suspend the account pending its investigation. The watchdog said it acted after three complaints were received.
The social media posts were by the Otley Burger Company, a mobile burger van based in Otley, West Yorkshire. The Advertising Standards Authority is the UK's independent regulator of advertising across all media.
In response, the Otley Burger Company said that they would not use photos of Kate McCann in that manner again or superimpose images of Madeleine McCann, said the ASA. In a ruling, the watchdog said: "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
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