An online voucher website has been heavily criticised for using a photograph of Madeleine McCann to advertise holidays in Portugal.
VoucherDigg used the treasured photo of missing Maddy alongside the headline "£20 off: Great discount on holiday bookings".
The use of the picture was described as "appallingly insensitive" by a spokesperson for Maddy's parents Gerry and Kate McCann.
Spokesman Clarence Mitchell told the Daily Star: "This is an appalling use of Madeleine's picture and whether it is a result of hacking or a mistake it must be removed immediately.
"Kate and Gerry are fully aware of this and are horrified. We understand it has been on the website for 24 hours."
VoucherDigg, which has so far not commented on the controversy, is using the advert to illustrate deals offered by the website lowcostholidays.com.
But the travel company told the BBC it had no contract with VoucherDigg and said it was doing all it could to get the image removed.