Sky News Headline, says:An advert appealing for information about missing Madeleine McCann has sparked complaints - because it was shown before a children's film. Several mothers have said they are upset that the appeal was shown in cinemas before screenings of Shrek The Third. Bloggers on the Mumsnet website - on which members of the public share parenting tips - have posted over 400 comments on the issue. Many say they have complained to the Advertising Standards Authority and to cinema operators. Some mothers said that having tried to protect their children from the story of Madeleine's disappearance in the media, they were confronted by it in cinemas. They said they felt their power to decide how much to tell their children had been taken from them.One posting read: "I think the level of information that we allow our children to have differs. We make a decision regarding what they can cope with based on their personalities and age.
The Times reports that Odeon cinemas have said they will no longer show the advertisement before Shrek The Third, although it will continue to show it at other times. A spokeswoman for the McCann's campaign told the paper that she was very sorry for any offence caused. She said: "This is very uncomfortable for everyone. The ad is a very simple one. Madeleine was snatched, so that is why we used the word. And I think any mum in the McCanns' shoes would be doing the same, tearing their hair out and doing everything they could to find their daughter."
