McDonald’s has apologised after TV viewers complained about the content in its latest advert which “exploits childhood bereavement”.

In the advert from the fast food giant, a boy asks his mother questions about his dead father in a bid to find things he has in common with him.

When the duo arrive at a McDonald’s restaurant, the boy orders Filet-o-Fish burger - and his mother says: “That was your dad’s favourite too.”

Many viewers of the clip turned to Twitter to voice their views about the clip.

"Well your latest British ad has left me with a quandary: which I find more distasteful your food or your ad on child bereavement?," said Jay Morgan.

While Mike Hudson wrote: "On list of things not to throw in an ad, child bereavement must be high."

The UK Advertising Standards Authority (ASA) said it had received complaints about the advert with viewers objecting that it is inappropriate and insensitive to use bereavement and grief to sell fast food.

Some complainants have also referenced the proximity to Father’s Day and bereavement charities have said the advert is insensitive and exploitive.

However, some social media users have stated that the backlash the company has received is excessive.

"Complaining about this Mcdonalds ad is yet another reason people hate millennials," wrote one user.

While Wesley Langley posted: "We think it's really cute and touching - I lost my Dad four years ago and it doesn't bother me".

Online Editors