McDonald's UK have defended its latest TV advert where a boy who has lost his father finds out their favourite meal at the restaurant is the only thing they had in common.
The boy in the ad can be seen asking his mum about his dad and if they had any shared interests.
When they go to a McDonald's restaurant he orders a Filet-o-Fish which prompts his mother to say, "That was your dad's favourite too."
McDonald's say it wasn't their intention to cause any offense.
"We wanted to highlight the role McDonald's has played in our customers' everyday lives - both in good and difficult times," a spokesperson said.
According to the BBC, the ad has been labelled "offensive" and "exploits childhood bereavement."
Sarah Fox, whose husband died two years ago said her seven-year-old son had seen the ad and was left confused.
"The advert was confusing for him and really upset him. He asked me why the boy on TV wasn't 'sad' and how he could feel happy again?," she told the BBC.
"It's an unnecessary subject to exploit for the gain of a brand."
Others took to Twitter to express their outrage at the ad.
The ad is expected to run on UK television for seven weeks.