A treasured image of missing girl Madeleine McCann has been used to advertise trips to Portugal.
The picture was the last taken of the three-year-old before she disappeared from her parents' holiday apartment in Portugal five years ago.
That picture is now being used on a website boasting discount holidays at an apartment near to where Madeleine vanished.
Kate and Gerry McCann's spokesman Clarence Mitchell has branded its use as appallingly insensitive.
Top London law firm Carter-Ruck has been called in to demand the removal of the picture with immediate effect.
Photo: Madeleine McCann in 2007 (Getty Images)