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'Disgustosa'. 'Offensiva'. 'Inopportuna'. E' bufera sulla Otley Burger Company dopo che il suo proprietario, il 29enne Joe Scholey, ha utilizzato le foto di Madeleine McCann, per pubblicizzare degli hamburger da asporto.
L'immagine della bimba inglese, scomparsa in un residence in Portogallo nel maggio del 2007 quando aveva poco più di 3 anni, è stata pubblicata in una serie di annunci sui social dalla catena di fast food, con sede a Leeds, in occasione della festa della mamma. 'Con gli hamburger così buoni, lascerai i tuoi bambini a casa. Qual è la cosa peggiore che potrebbe accadere?', la frase che accompagnava uno dei post che con la foto della mamma della piccola e di Maddie stessa. In un altro post si vedeva invece un uomo che correva con in mano una foto della bimba mentre diceva: 'Hamburger per cena? Buona festa della mamma a tutte le mamme là fuori!'.
L'Asa (l'Advertising Standards Authority) ha reso noto di aver ricevuto tre denunce e di aver chiesto alle piattaforme dei social media - tra cui Twitter, Instagram e Facebook - di rimuovere i contenuti in attesa di un'indagine. La Otley Burger Company ha cancellato i post e assicurato che non sarebbero più apparsi. Tuttavia il proprietario, Joe Scholey, ha rifiutato di scusarsi. 'Non mi importa se le persone si sentono offese da queste campagne pubblicitarie. Qualche tempo fa ne pubblicai una che portò molti soldi. E ho pensato, perché non farlo di nuovo?', ha affermato, rilevando che in seguito all'accaduto ha ricevuto anche minacce di morte, ma di non esserne particolarmente preoccupato.
