Fury over use of Maddy photo for holiday ad
The last photograph taken of Madeleine McCann (below) has been used to promote holidays in Portugal.
The familiar image of the then three-year-old English girl was used to illustrate deals offered by lowcostholidays.com on the website VoucherDigg.
But the travel company said it had no advertising contract with the voucher website and admitted that the use of the girl's picture was "vile".
Clarence Mitchell, the McCanns' spokesman, called it "appallingly insensitive" and said law firm Carter-Ruck had been called in to demand removal of the picture with "immediate effect".
The VoucherDigg site sells breaks in a self-catering family apartment in Albufeira, Algarve, just 25 miles from Praia da Luz, the resort Madeleine disappeared from five years ago.
The photograph of her dangling her legs in a swimming pool dressed in a pink dress and white sunhat, was taken just hours before she vanished.
The advert urges holidaymakers: "Hurry up for time is limited. Take the ones you loved and enjoy your life.''
Lawrence Hunt, chief operating officer of lowcostholidays.com, told the BBC: "We discovered this vile material yesterday and immediately broke all the links to our site and contacted our lawyers."
No one from VoucherDigg was available for comment.
Mr Mitchell said the McCanns, from Leicestershire, were fully aware of the use of their daughter's picture, which he said had been online for at least 24 hours. (© Daily Telegraph, London)