Maddie McCann’s head put onto H&M jumper saying ‘hide and seek champion’

A cruel internet troll has sparked outrage on social media after he photoshopped Maddie McCann's head onto an "H&M" jumper with the words 'hide and seek champion'.

The distasteful social media post was made after H&M was accused of racism after a "deeply offensive" kids clothing advert this week. Twitter user Kieron Marsh used an image from the clothing brand's website in the horrifying post, where he added the young girl's face and the slogan. He captioned the post:

“Absolutely disgusting from H&M. I’m ashamed!”

Marsh's message has been liked and retweeted thousands of times by social media users since it was first posted. - Some people praised the doctored image, while others criticised Marsh for sharing the photo online. One person wrote:

“No. This pic must've been doctored by someone sick. Not H&M, I'm sure.”

Someone else simply added:

“Oh my f*****g god.”

Three-year-old Maddie went missing in 2007 while she was on a family holiday in Portugal. An extensive police investigation has been trying to find out what happened to the toddler since. The post was made after the clothing brand was forced to apologise for a "deeply offensive" advertisement for a jumper. The photo showed a young black boy wearing a hoodie that reads: "Coolest monkey in the jungle." H&M has issued an apology for the image saying that it has since been removed from their online stores and that the product is no longer on sale in the US. They said:

"We believe in diversity and inclusion in all that we do and will be reviewing all our internal policies accordingly to avoid any future issues."

Following the image of Maddie, another social media user shared a doctored image that showed Anne Frank wearing the controversial jumper with the slogan "coolest Jew in the chamber" on the front of it. Finn Tonnar captioned the tweet:

“First Maddie now Anne”.

H&M is not connected in any way with either of the doctored images in the social media posts.