(AP) LONDON – McDonald’s on Tuesday pulled a British television ad that was accused of using child bereavement to sell fast food.

The ad, which began airing last week, shows a boy talking to his mother about his late father and wondering what they had in common. They go to a McDonald’s where the boy orders a Filet-o-Fish and the mother says, “That was your dad’s favorite too.”

Bereavement charity Grief Encounter said it had received “countless calls” complaining about the ad.

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