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
Leeds is set to be transformed into a huge interactive game of Trivial Pursuit this summer
Leeds is set to become a giant board game this summer as Trivial Pursuit arrives in the city centre to celebrate a landmark moment in its history.
The famous board game is being brought to life as LeedsBID transforms the city centre into a live version of Hasbro’s iconic Trivial Pursuit board game, marking 400 years since Leeds was granted its royal charter.
And a few famous Leeds faces are helping to make it happen.
Running from Saturday 25 July to Sunday 30 August 2026 and is completely free, players embark on journey across the city centre, travelling from category to category and testing their knowledge of Leeds. Correct answers earn wedges, and once all six are collected, players face a final question to complete the game.
Key locations represent the six traditional Trivial Pursuit categories: Entertainment, Geography, Sports and Leisure, Science and Nature, History, and Art and Literature.
Central to the game will be the stories and achievements that have shaped Leeds over four centuries, from the origins of Marks & Spencer to a connection with the first British internet provider.
An array of well-known personalities are involved, appearing digitally to look back and look ahead at the city’s notable events.
Leeds-born presenter and podcaster Alex Zane, historian Ruth Goodman, and commentator Daniel Norcross each take on Entertainment, History, and Sports & Leisure, telling the stories behind the people, places, and moments that define Leeds.
Angela Griffin says: “LeedsBID have come up with a fun and engaging way to introduce visitors to the Leeds story through Trivial Pursuit, and I was happy to play a part in some of this trivia this summer, which is a real honour as a Loiner.”
Sara Merritt, Principal Keeper, Leeds City Museum and Leeds Discovery Centre. “Leeds City Museum is excited to host TRIVIAL PURSUIT as part of Leeds400 this summer, offering visitors a fun and interactive way to celebrate knowledge, curiosity, and everything that makes Leeds unique.”
Restoration of beloved Leeds mural preserves a piece of the city’s cultural heritage
Clementine Hall
A striking Leeds mural has been carefully restored back to its former glory.
The 'Cornucopia' is one of Leeds' most beautiful murals, situated across from the iconic Corn Exchange in it stands at an impressive 32 feet high depicting the goddess Cornucopia – a symbol of abundance and prosperity.
It was originally commissioned by the late Graeme Willson and has been a popular landmark in Leeds city centre since its unveiling in 1990, when it also won the Leeds Award for Architecture and the Environment.
And now, the mural has been fully restored bringing it back to its former glory.
Artist Ralph Replete restoring the much-loved Cornucopia mural in Leeds city centre Credit: Simon Dewhurst
The restoration has been supported by Leeds City Council and funded by Yorkshire-based property developer and investor Rushbond, which owns the neighbouring Grade I listed Leeds Corn Exchange, in partnership with Leeds Civic Trust.
The specialist restoration work has been undertaken by local artist Ralph Replete, who carefully hand-cleaned the mural. The artwork was then sympathetically retouched using the same specialist mineral paint originally used by Graeme Willson.
Jonathan Maud, Chairman of Rushbond, said: "‘Cornucopia’ was a wonderful gift to the city from the former owners of Leeds Corn Exchange, and it deserved to be given a respectful refresh. Thanks to our incredible partners, including the team at Blue Rinse who were most accommodating in giving us access to the mural, and the meticulous work of Ralph Replete, everyone can once again enjoy this beautiful work of public art.
"‘Cornucopia’ is an important part of Leeds’s cultural heritage and I’m delighted that the many thousands of people who come to Leeds Corn Exchange and Kirkgate every year will once again be greeted by a cultural landmark that reflects both the area’s independent, commercial, creative identity and the true spirit of Leeds.”
The Hoot -
20th April 2022 
