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
This Leeds pop choir is putting emerging musicians centre stage
If there’s one thing Leeds knows how to do, it’s produce a seriously talented bunch of emerging creatives. And this time, we’re swapping the usual indie gigs and late-night dance floors for a choir proving there’s nothing old-fashioned about singing together.
Meet LC Pop Choir, the Leeds-based group taking some of the biggest pop, rock and gospel hits and giving them a whole new lease of life.
Based at Leeds Conservatoire, the choir was founded in 2015 by Principal Lecturer Craig Lees and has since grown into a talented community of students and alumni who share a love of music and a good old singalong.
But don’t go thinking this is your typical Sunday afternoon choir. We’re talking huge vocals, impressive harmonies and the kind of performances that make you want to get up and join in. Think songs you already know by heart, reimagined with a whole room full of voices behind them.
In 2025, LC Pop Choir took to the stage on ITV’s Britain’s Got Talent, performing Natasha Bedingfield’s Unwritten. The anthem is practically impossible not to sing along to, and the choir gave it a powerful new spin, showing just how much a familiar pop hit can be transformed through the power of group vocals.
https://www.youtube.com/watch?v=qxUjfRqvyks
It’s the sort of performance that reminds you why live music is so special. There’s something about hearing a song you’ve known for years delivered in a completely different way that makes you fall in love with it all over again.
LC Pop Choir is such an exciting part of Leeds’ creative community. They’re not just performing songs; they’re finding new ways to bring people together through music. And that’s something Leeds has always done particularly well.
What makes the group even more special is the talent behind the harmonies. Made up of emerging artists releasing their own music, touring around the country and even performing at major festivals, these are creatives making waves in their own right.
Yet, every Monday, they come together as a family of creatives, supporting one another, nurturing their talents and celebrating their shared love of music.
The music industry can be a competitive place, particularly for artists just starting out, so having a space to develop their skills, meet like-minded people and be part of something bigger is invaluable.
This Leeds pop choir is putting emerging musicians centre stage. Credit: Ian Hodgson
And that sense of community is exactly what makes groups like LC Pop Choir such an important part of Leeds’ cultural scene.
Whether you’re a musical theatre obsessive, a pop music fanatic or someone who simply loves a brilliant live performance, LC Pop Choir is one Leeds-based group worth keeping on your radar.
We have a feeling some of these young artists will be paving the way for the next generation of music in the North, and we can’t wait to see what they do next.
Leeds City Council granted £1.6m to tackle rough sleeping by Christmas
Clementine Hall
A £1.6m grant has been given by the government to Leeds City Council to help tackle rough sleeping.
The funding has been allocated to Leeds City Council as part of the Government’s national Rough Sleeping Programme.
The overall target is to help rough sleepovers off the streets by Christmas through providing safe accommodation.
The council have said that voluntary organisations and charities will be able to help them reach this target.
The council report said: "This funding will be used for immediate interventions to ensure all those rough sleeping have an offer of accommodation by Christmas and support longer term sustainment of accommodation.
“The initial target is to provide a suitable offer of accommodation for everyone who is rough sleeping by Christmas 2026.
“Providing a path into supported accommodation and independent living is the key objective and sustaining this independent living with, where necessary, ongoing support to prevent any return to rough sleeping and homelessness.”
The government announcement spoke of the scheme: "The programme is intended to support people experiencing rough sleeping.
"People experiencing rough sleeping may have differing entitlements to housing and support depending on their individual circumstances, including their immigration status and eligibility for public funds."
The funding is intended to help provide immediate support for people currently sleeping on the streets, while also helping them access longer-term accommodation and the support needed to maintain independent living.
By working with local charities and voluntary organisations, the council hopes to ensure people are not only offered a place to stay but are also given the help they need to avoid returning to the streets.
The Hoot -
20th April 2022 
