McDonald's pulls ad that 'exploited child bereavement'

After series of complaints, fast food giant withdraws advert that showed boy being told of dead father’s liking for Filet-O-Fish

McDonald’s has pulled its new advert from TV screens and apologised for any upset caused after it was accused of exploiting childhood bereavement.

The advert, first screened last week, shows a boy asking his mother about his dead father. As she tells him what his dad was like, the boy looks sad as they do not seem to have much in common. His face lights up once they arrive at a McDonald’s and, as he eats a Filet-O-Fish, his mother says: “That was your dad’s favourite too.”

I am sickened and disgusted by this advert. Lost my dad at 9. Memories? Yes .Burger? No! Shameful ad #McDonalds

I lost my father when I was a child and I find the latest McDonald's advert disgusting and offensive. Shame on you! #mcdonalds#badtaste