McCanns demand the removal of Madeleine's picture used to advertise trips on website

A image of missing 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' apartment in Praia da Luz five years ago.

But today the emerged the poignant snap is being shown on a website boasting: '£20 off: Great discount on holiday bookings.'

The site sells breaks in a self-catering family apartment in Albufeira, Algarve, just 25 miles from the resort where Madeleine vanished five years ago.

The photo, on discount website VoucherDigg, was snapped hours before the youngster disappeared from the apartment.

Madeleine's parents Kate, 44, and Gerry, 43, have been desperately searching for her since May 2007.

Last night the couple's spokesman Clarence Mitchell branded its use 'appallingly insensitive'.

Top London law firm Carter-Ruck has been called in to demand the removal of the picture with 'immediate effect'.

Mr 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.'

Underneath her picture are the words 'best value''. When users click on it they are taken to a page featuring the same image and deals from lowcostholidays.com.

The advert also urges holidaymakers: 'Hurry up for time is limited. Take the ones you loved and enjoy your life.''

VoucherDigg has not commented.

(Published by The Daily Mail - May 8, 2012)