The Advertising Standards Authority (ASA) has upheld its ruling on The Otley Burger Company and its 'offensive' Mother's Day advertising, which used images of missing child Madeleine McCann and mother Kate McCann.
On Sunday 27 March 2022, The Otley Burger Company posted a photograph of Kate McCann with missing daughter Madeleine in the background, adding a text overlay which 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”.
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'.
The watchdog said it had received three complaints about the adverts, which were upheld.
This morning, the ASA 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 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.
"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.
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."
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
Leeds
Smash-hit West End musical Trainspotting is coming to Leeds later this year
30 years on from the film that changed everything, and following its successful world premiere run in London’s West End, Trainspotting The Musical is heading out on a major UK tour later this year, and will be taking to one of Leeds' most iconic stages this winter.
Written by Irvine Welsh – as adapted from his best-selling debut novel – and directed and developed by Caroline Jay Ranger, Trainspotting The Musical has been described by critics as ‘radical, invigorating and life-affirming’ since its premiere.
It’s said to be an unforgettable production that’ll have even the most sceptical audiences leave on a ‘consciousness-altering high.’
In 1996, the breakthrough British film of the same name was released and became the biggest grossing UK film of the year, winning a slew of awards in the process – including a BAFTA for Best Screenplay, and even being ranked tenth in the BFI’s top 100 greatest British films of the 20th century.
Now, three decades later, the industrial drug crazed working-class heroes of British youth culture are back… but this time, live on stage.
“I believe the musical has a bigger, loudly beating human heart than either the book or the film,” creator Irvine Welsh commented as the UK tour was announced this week.
“People need to think about the world we’re living in, and we offer that inspection, but they also need to sing their hearts out and laugh their heads off. It’s what being human is all about. We’ve put together an incredible Scottish cast and I can’t wait to see them bring the musical to life.”
Trainspotting The Musical will taking to the stage at the Leeds Grand Theatre from Monday 7 until Saturday 12 December 2026.
Leeds speakeasy crowned one of the best cocktail bars in the world by industry experts
Clementine Hall
The beloved Domino Club is receiving its flowers, and rightly so.
Rapidly becoming one of the industry’s most respected accolade of excellence, The Pinnacle Guide is a worldwide ranking of the best bars across the globe.
Based on a thorough self-application process, rigorous assessment modules, followed by a series of spot check interviews and anonymous in-bar reviews, it's no easy feat to get a spot on this list.
Which is why it makes The Domino Club's achievement all that more impressive.
Known amongst locals and visitors alike as basically one of the coolest bars in town, the hidden speakeasy invites you through a barbershop in the Grand Arcade where downstairs you'll find a dimly lit jazz and cocktail bar oozing sex appeal.
Not only are the cocktails exceptional, but their live music listings is something to behold playing everything from jazz and funk to cabaret and disco every Wednesday - Sunday.
Announcing the news to Instagram, The Domino said: "Listed by The Pinnacle Guide. The Domino Club has been recognised on the global list of the world’s best bars.
"What began as a hidden basement bar in Leeds, built around live music, cocktails and atmosphere, is now being recognised alongside some of the finest bars in the world.
"A huge thank you to our team, musicians, suppliers and every single guest who has supported us over the years. This means a lot. Leeds belongs on the world cocktail map."
We absolutely could not agree more and if you haven't ventured behind the barbershop and discovered the magical Domino Club, then we very much recommend you do.
The Hoot -
20th April 2022 
