'Mumsnet' campaigned against Madeleine McCann ad.

http://www.mad.co.uk/Main/Home/Articlex/68e2e371bda6404eb1d49c3e42ec45f3/Put-your-brand-in-the-hands-of-mother.html

It appears 'Mumsnet' were far from happy with one of the McCanns ideas, showing an ad about Madeleines alleged abduction while children watched their favourite movies in the cinema.. They campaigned and the ad was removed. Without a shred of evidence an abduction ever took place , the McCanns happy to frighten every child in their wake with the pimply boogy man who took Madeleine..

Snippet from Mumsnet

While Netmums has been recommended in the press as a useful parenting tool, focused on being a support network, Mumsnet is famed for airing its opinions in the press, most recently to criticise the Outdoor Advertising Association's profile-raising "Career women make bad mothers" marketing, which was eventually pulled. It also campaigned against an ad about Madeleine McCann's disappearance being shown in screenings of children's movies. The ASA cleared the ad, but in July 2007 cinema chains eventually banned its showing during kids' films