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
Peter Kay at First Direct Arena – tickets, times and more for UK tour
Bolton-born comedian and entertainer Peter Kay is performing the final leg of his current UK arena tour with a series of charity shows.
Throughout his career, Kay has written and starred in various TV shows including Phoenix Nights, Max And Paddy's Road To Nowhere and Peter Kay's Car Share.
Alongside this, the Greater Manchester comedian has played a variety of arena shows across the UK, including at Leeds' very own First Direct Arena like 'Mum Wants a Bungalow Tour' and 'Better Late Than Never'.
And let's not forget his successful venture as a recording artist collaborating with Tony Christie on '(Is This The Way To) Amarillo' or alter-ego Geraldine's string of singles 'The Winner's Song' and 'Once Upon A Christmas Song'.
Gig guide | Peter Kay at First Direct Arena, Leeds
Peter Kay is coming to First Direct Arena for 'Better Late Than Never: The Final Show' / Credit: Press Shot (via supplied)
Are there any tickets left for Peter Kay at First Direct Arena?
Peter Kay is coming to Leeds city centre on Friday 24 July and luckily there's a handful of tickets still up for grabs, although we expect this event to sell out. Tickets are available HERE.
And, the money from the tickets you purchase will be split between the 12 charities that the Brit comedy legend has chosen such as Children With Cancer UK, Teenage Cancer Trust, Breast Cancer UK and more.
What are the stage times for Peter Kay in Leeds?
Anyone heading to the 'Better Late Than Never; The Final Show' can expect doors to open from 6pm with Peter Kay set to take to stage at 8pm.
First Direct Arena has a strict curfew of 11pm meaning you can laugh your socks off and still get tucked up under the covers before the clock hits midnight.
How to get to First Direct Arena
Bus Station
Located on Dyer Street next to Leeds City Bus Station and approx. 15min walk from first direct arena and is wheelchair friendly.
Support and help for any persons with a disability is available as the station is a registered ‘Safe place’ to come into and ask for assistance.
Nearest Bus Stops
Clay Pit Lane
Wade Lane/Lovell Park Road
Woodhouse Lane
Nearest Train Station
Leeds City Station on New Station Street is around a 15min walk from first direct arena and a major hub on the national, regional and local rail network providing connections to a wide variety of destinations.
Parking
There are over 7,500 car parking spaces within a 15-minute walk of the arena. The arena doesn’t have it’s own car park however there are lots of options nearby. To receive 5% off Q Park when attending a show at first direct arena click here
The nearest Car Park with EV charging is located on Albion Street click here.
None of the above car parks are operated by the arena so for questions, queries or comments we ask that you contact the companies directly.
Hiring Bikes in Leeds
If you’re looking to hire a bike in Leeds, here are some of the best options you can try:
Beryl bikes – you’ll find the ‘Leeds City Bikes’ from Beryl stationed throughout the city. These are all e-bikes, and they’re available to hire on a pay-as-you-go basis. It costs £1 to unlock the bikes, and then 16p per minute to use them. We’d say these are great for zipping around the city and getting from A to B.
Talio – for a wider selection of electric bikes to choose from, Talio based at Buslinthorpe Green is a great option. From this company, you can hire cruiser bikes, mountain bikes, and cargo bikes. Prices start from £20 per day for rental, but if you’re hiring for a month or longer you’ll get a good discount.
You can stay in this beautiful TV-free gothic hall in the Peak District
Thomas Melia
There's a gothic hall in the heart of the Peak District where you can enjoy a staycation with a difference - because it's completely TV-free.
Get ready to cosy up by the fire while soaking up everything this screen-free property in the Peak District has to offer.
This two bedroom, three bed gothic hall looks out onto some stunning views through its unique framed windows.
If you're up for a stroll, this staycation has many popular walking routes to the unique village of King Sterndale, Cheedale Stepping Stones and more.
There's a gothic hall in the Peak District that's completely TV-free / Credit: Airbnb (supplied)
Only 10 minutes from Buxton and 15 minutes from Bakewell, this historic property is the perfect location for anyone wanting to explore more of Yorkshire.
Pictor Hall has a gorgeous landscape that can be enjoyed simply by opening the front door with an abundance of foliage and greenery surrounding the property.
And if you're still worried about the idea of being stuck without a TV, the Airbnb host has noted that the property has a variety of board games, books and free wifi.
Although, with Pictor Hall dating back to the 1700's, you'll probably spend a considerable amount of time gawking at all the impressive features and characteristics throughout.
Pictor Hall is an impressive 1700s property where you can have your own Yorkshire staycation / Credit: Airbnb (supplied)
There's striking wooden beams, a vintage writers' desk, tables with old-timey carvings etched into the side, an array of big clay pots and a carved log that greets you upon arrival.
Previous visitors to this property have commented on Pictor Hall's "peaceful location", listing it as "amazing spot for a woodland getaway" and labelling the property as a "storybook cottage".
If you're up for staying in this gorgeous gothic Airbnb property while also having a mini digital detox, you can find out more and book your stay HERE.
Struggling to book a date? It's probably because our whole office is scrambling to enjoy their own staycation in this gothic hall.. sorry not sorry.
The Hoot -
20th April 2022 
