Cinema chain pulled adverts

The decision by two major cinema chains to withdraw a Madeleine McCann video appeal during screenings of children's films has sparked a backlash from parents.

The advert, made by the Find Madeleine campaign, shows photos of the four-year-old and explains how she was snatched from her family's holiday apartment in Portugal two months ago.

Cineworld and Odeon both asked Carlton Screen Advertising to pull the appeal from their screenings of U-rated movies after receiving complaints from parents who said their children had been upset by it.

A spokesperson for Carlton told Sky News that the advert itself had been given a U certificate, but the chains did not want to run the risk of offending any more members of the audience.

Odeon said the chain had extended the ban to all U, PG and 12A showings, and would review all other screenings of the campaign on a film-by-film basis.

However, the decision to pull the appeal has provoked a backlash from parents who contacted Sky News to say they supported the screening of the McCann family's appeal.

"If your child can understand Shrek, then your child should be aware of stranger danger," said Karen, from the United States.

"I find it quite naïve of any mother who thinks they need to shield their child from this awful truth. We live in a dangerous society, and unfortunately, stranger danger is a real fact of life."

Niamh Brennan, from Colchester, said: "Not advertising Madeleine's plight is pretending it does not happen. This is not Disneyland - this is the real world. You can explain sensitively to children."

"I can't believe that these parents are quite happy to let their kids sit through junk food ads, but then complain when an ad is shown which educates their children to real dangers," added Mac from Ipswich.

The Carlton spokesperson said she was aware many people wanted the advert to be carried despite the complaints, but said it was the job of a cinema chain to entertain, not to risk causing offence to its audience.

"It's wonderful that such a small advert has received such a huge amount of publicity," she added.