"Burgers for dinner? 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."
The ASA said the disappearance of McCann had been high-profile and thus images of her would be"instantly recognisable". "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,"The ASA said the use of the text and image"further trivialised the circumstances surrounding Madeleine's disappearance and made light of a distressing news story concerning reports of child abduction and serious crime".
"For those reasons, we concluded that the ads were likely to cause unjustified distress and serious and widespread offence," the ASA said. The standards watchdog said adverts must not use shocking claims or images to attract attention and must not contain material likely to cause serious or widespread offence.On Father's Day last year, the burger company posted images of well-known serial killers, something it notes on its Instagram page has