Was this McDonald’s advert in bad taste?

Fast food giant McDonald’s has apologised and pulled its latest television advert off air after being accused of exploiting childhood bereavement.

The ad shows a young boy asking his mum about his deceased father as they share a meal in one of the chain’s restaurants.

Founder of Grief Encounter, Dr Shelley Gilbert told us where she thinks they went wrong. “What McDonald’s have done is not thought this through,” she said. “What it has done is perpetuate the myths that we know not to be true – that it’s a quick fix solution. Happy meal, happy life? I don’t think so.”

Meanwhile, Maisie McCabe, Deputy Editor of Campaign, admitted the advert is “clumsy”.