The ASA said: 'For those reasons, we concluded that the ads were likely to cause unjustified distress and serious and widespread offence.' The Mother's Day timing of the ad '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 watchdog added that the text and the image of a man running away with a superimposed photo of Madeleine 'further trivialised the circumstances surrounding Madeleine's disappearance and made light of a distressing news story concerning reports of child abduction and serious crime'. 'We further considered that any reference to a missing child was likely to be distressing, and that in the context of an ad promoting a burger company the distress caused was unjustified.' We considered the images of them would be instantly recognisable to many people. The ASA said: 'The disappearance of Madeleine McCann had been a high-profile and long-running media story which remained widely known. I'm basically putting, 'Happy Mother's Day' to all the mums,' he told Leeds Live last month 'I'm not taking the mick out of a missing toddler. The ASA said it considered the nature of the content to be of such a concern that it asked the relevant social media platforms – Twitter, Instagram and Facebook – to remove the content and suspend the account pending its investigation. The Advertising Standards Authority (ASA) received three complaints that the ads were likely to cause distress and serious or widespread offence. In the background a man was shown running with a smaller image of Madeleine in his hands, followed by the further line: 'Happy Mother's Day to all the mums out there.' One read: 'Burgers for dinner?' above images of Madeleine and her mother Kate McCann, with further text stating: 'With burgers this good, you'll leave your kids at home.

The Otley Burger Company suffered a huge backlash after running posts on its social media accounts over Mother's Day. 'Distressing' adverts for a Leeds burger company which joked about Madeleine McCann's disappearance have been banned for causing offence.

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