McDonald’s (mcd) has apologized for a television commercial aired in the U.K. that some viewers claimed “exploits childhood bereavement.” 
 
 The 90-second spot produced by London-based advertising firm Leo Burnett depicts a despondent young boy asking his mother to describe his deceased father to him, ultimately learning that they share the same favorite McDonald’s menu item, the BBC reports. The Advertising Standards Authority said it had received complaints regarding the advert, and would "carefully assess them to see whether there are grounds to investigate". A spokesperson for the fast food chain told the BBC that it was “by no means an intention of ours” to cause offense, adding that the ad was meant to “highlight the role McDonald’s has played in our customers’ everyday lives—both in good and difficult times.” 
 
 The BBC reports that a British support charity called Grief Encounter received “countless calls” from parents whose bereaved children were upset by the ad. ‘We will also review our creative process to ensure this situation never occurs again.’ 
 
 In the ad the boy asks his mum about his late dad (Picture: McDonald’s) 
 
 The campaign, which was put together by London-based agency Leo Burnett, had been scheduled to run for seven weeks from last Friday. However it attracted widespread criticism, including from bereavement charity Grief Encounter – which said it had received ‘countless calls’ from parents of bereaved children – and the ASA, which received some 100 complaints. It attracted criticism from grief charities (Picture: McDonald’s) 
 
 Dr Shelley Gilbert, founder and president of the charity, said: ‘McDonald’s have attempted to speak to their audience via an emotionally-driven TV campaign. Homeless man loses all belongings after van was torched in 'arson attack' 
 
 ‘However, what they have done is exploit childhood bereavement as a way to connect with young people and surviving parents alike – unsuccessfully. ‘We fully support children and surviving parents remembering loved ones with memory boxes, family experiences which remind them of happier times and openly talking about the member of the family that has died. Advertisement 
 
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 ‘But trying to insinuate that a brand can cure all ills with one meal is insensitive and shouldn’t be a way to show that a brand recognises “the big moments in life”.’ 
 
 In the ad, the boy’s love of Filet-o-Fish is the only thing he has in common with his late dad (Picture: McDonald’s) 
 
 According to the charity, one in 29 children in the UK is bereaved of a parent or sibling by the age of 16. Sarah Revans from London, whose husband died from a bleed to the brain in summer 2015, said the ad had caused their son distress.
– McDonald's is apologizing after one of its commercials that aired in the UK caused an uproar for exploiting childhood grief. The ad shows a young boy asking his mom to describe his late father, and being disappointed at every turn when he doesn't see any similarities between himself and his dad. That is, until he's eating with his mom at a McDonald's and his mom mentions that he and his dad share the same favorite McDonald's food item, a Filet-O-Fish. If the first word that comes to mind isn't "touching" or "moving," you're not alone. Fortune rounds up the appalled Twitter reactions, with users calling the ad "vulgar" and "trashy beyond belief." McDonald's UK is replying to a host of complaints on Twitter. In a statement, the company responded by apologizing for the "upset" it caused, saying that was not its intention and, per a spokesperson, "we wanted to highlight the role McDonald's has played in our customers' everyday lives—both in good and difficult times." The BBC reports that a UK bereavement charity says it has received numerous calls from parents of actually bereaved children, who say their kids were upset by the commercial. One critic notes it's particularly upsetting that the ad features no advice for parents and children dealing with the loss of a loved one: "What are children supposed to think after watching it? That a simple meal can solve their emotional pain?" McDonald's says it will pull the ad, but that it may still air through Wednesday, Metro reports.