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
Take a look inside the huge Tulip Festival that’s just opened in Yorkshire with over one million tulips
Farmer Copley's Tulip Festival is back and it's just as beautiful as we remember.
Spring has officially sprung and with it, so does Farmer Copley's iconic Tulip Festival that officially opened last Sunday.
Based in West Yorkshire, nestled between Pontefract and Featherstone, the Copley family really know how to get you feeling ready for the season ahead.
Just moments after entering the festival, we can assure you that winter will feel like a distant memory.
Images: The Hoot Leeds
Spanning over 8 acres, Jack and the team have planted over 600,00 tulip bulbs consisting of 100+ different varieties of all shapes and colours that arrived directly from the Netherlands.
In addition to the 500,000 planted last year, that means there's over one million tulips to enjoy - now that is pretty impressive if you ask us.
Varieties include Carnaval de Rio, Tom Pouce, Gavota, Lily Flowering Mix, Blushing Appledorn, Wedding Dress and Rodolfo.
Images: The Hoot Leeds
The festival includes five sections that have been split by 5 metre walkways enabling the best customer interaction in the field.
There's two dedicated pick your own areas where a mix of bulbs have been planted to ensure that visitors have a wide range of tulips to explore, pick from and create the perfect bunch of tulips. How lovely is that?
Of course there's plenty of photo opportunities, fairground rides and a bar to enjoy the view with a tipple or two.
This really is the perfect family-friendly day out and with the weather looking gorgeous (for now), we'd take the opportunity to see the tulips looking their best whilst you can.
The festival is on until Sunday 3 May 2026, with tickets starting from just £9.
To find out more and to book your ticket, take a look at Farmer Copleys website. We'll see you in the tulip fields.
Leeds has been crowned one of the best cities in the UK for student nightlife
Clementine Hall
Our city is bursting at the seems with brilliant late night venues for students, but now it’s officially been confirmed.
And it's all down to accommodation provider Canvas who analysed key nightlife factors such as drink prices, the number and ratings of venues, and local safety scores to reveal the best cities in the UK for a night out.
If you've got Leeds as your student city of choice then you're in for a brilliant three years, as we ranked number four in the top ten list. Get in.
Leeds has a whopping 325 venues and a strong 4.40 average rating, drink prices are relatively affordable drinks with a pint costing an average of a fiver and soft drinks at £1.71.
Images: The Hoot Leeds
Leeds also came out with a solid safety score of 47.28, so it's fair to say Leeds it’s a well-rounded option for students.Bath took the top spot with 10 venues per 10,000 people and an impressive average rating of 4.45 stars.
Coming in second, Manchester boasts the highest number of bars and clubs overall, with 606 venues, 15 for every 10,000 people and a strong average rating of 4.37 stars and a pint costing slightly less than Bath at £5.50.
In third place was Newcastle and in fifth place was York. It's safe to say that the North dominated the top spots, and rightly so.
The top ten best cities for student nightlife in the UK are:
The Hoot -
20th April 2022 
