McDonald's apologises for offence caused by child bereavement ad
Fast food chain McDonald's has apologised if its new advert, which marries the theme of child bereavement with a Filet-o-Fish, has caused upset to viewers.
The Advertising Standards Authority (ASA) has so far received around 100 complaints.
The advert was first screened last week and shows a boy asking his mother about his deceased father.
It turns out that the boy has little in common with his late dad, until he arrives with his mother at a McDonald's and it transpires that the boy enjoys a Filet-o-Fish in just the same way that his father did.