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
No Greek Tragedy, just indie bangers – The Wombats set Leeds’ First Direct Arena alight
The Wombats aren’t just still going strong - they’re getting better. And honestly? Long may they reign.
The Wombats absolutely tore the roof off the First Direct Arena in Leeds last night, Wednesday 26 March and what a night it was.
From the second they hit the stage it wasn’t just a gig, it was a full-blown indie-pop spectacle, packed with infectious energy, nostalgia, and a whole lot of dancing.
They kicked things off with “Moving to New York,” and honestly? The crowd was in from the first note.
Image: The Hoot Leeds
Matthew Murphy’s unmistakable vocals rang through the arena and suddenly, thousands of people were screaming every lyric like it was 2007 all over again. It was one of those moments where you could just feel how much this band still means to people.
Despite the massive venue, The Wombats somehow made it feel intimate. The lights? Pure chaos in the best way - vibrant, colourful, and totally in sync with the band’s wild, bouncy sound.
Murphy’s cheeky banter between songs made it feel less like a polished arena show and more like a jam session with a few thousand of your closest mates.
Setlist-wise, they nailed it. “Let’s Dance to Joy Division” and “Greek Tragedy” had the whole place losing it, while the stripped-down version of “Techno Fan” gave everyone a minute to breathe (and maybe get a little emotional).
Image: The Hoot Leeds
Those quieter moments just made the high-energy choruses hit even harder. It was a rollercoaster - in the best way possible.
Then came the encore. If you thought the crowd was loud before, “Kill the Director” took things to another level. Pure, chaotic indie bliss. The kind of moment you don’t want to end.
Here’s the thing about The Wombats: some might say their older songs hit harder than their newer stuff, but is that just nostalgia talking? Or maybe it’s a generational thing?
Either way, they proved they’re still one of the most exciting live bands out there. They’ve still got the hooks, the humour, and the ability to turn a massive arena into a sweaty, euphoric singalong.
Get Baked’s viral ‘Bertha’ cake has a sister on the way – and she sounds just as cheeky
Danny Jones
She's big, she's green and she's ready to ruin your figure.
A lot of you will have seen the viral ‘Bertha’ cake by Leeds born beloved sweet treat specialists Get Baked.
They recently opened another site in Manchester's Northern Quarter, where queues literally formed round the block of hungry punters wanting to get their hands on the infamous sugary treats.
And now it's going to happen all over again, as they've recently unveiled their newest flavour which is sure to go down a storm.
We’ll give you a hint: it’s a current food and drink trend that’s about as big as Bertha herself – it’s not matcha, it’s not hot honey (duh), and it’s not Guinness…
Images: Get Baked
Yes—scratch that; HELL YES!Get Baked is set to welcome Bertha’s equally beautiful twin sister, and she’s officially a pistachio girlie.
Having started out life simply as ‘Bruce’, after taking inspiration from the iconic scene from Matilda, this thing has become a phenomenon in its own right, and who doesn’t like more flavours of a good thing?
Probably one of the biggest foodie crazes going at the minute, thanks to the popularity of pistachio cream, cookies, lattes and the similar social media sensation that is the ‘Dubai Pistachio Bar' people are rather fittingly going nuts for this particular flavour of almost absolutely anything.
With that in mind, the Leeds-born bakery and dessert shop – founded by Rich Myers over in Headingley back in 2011 – have shown no hesitation in hopping on the bandwagon and creating a new twist on their own viral menu item.
Teasing the full details in a post on their Instagram this week, they wrote: “What’s big, green, and is going to destroy your life in a couple of weeks’ time? Pistachio Bertha. Strictly limited to 5,000 slices. Coming oh so soon. GB.”
In case you were wondering just how mad those with a sweet tooth could possibly go for a slice of cake, just look at the recent queues when they finally launched in Manchester city centre:
Speaking on the grand opening here on our turf and his partner Amy’s hometown, Myers said simply: “Manchester, what a launch. Thanks for much for the warm welcome. Stay baked.”
The Hoot -
20th April 2022 
