On the evening of Thursday, 3 May 2007, shortly before her fourth birthday, a British child, Madeleine McCann, went missing from a holiday apartment in Praia da Luz in the Algarve in Portugal, in which she was staying with her parents. The initial investigation by the Guarda Nacional Republicana, the first police to be called to the scene, concluded that she had been abducted. After further investigation, the Polícia Judiciária (Portuguese criminal investigation police) subsequently stated that there was a strong hypothesis that she might have died in her room.
Over the subsequent weeks, Madeleine's parents implemented a successful publicity campaign that kept the disappearance in the public eye in many countries, resulting in a response to the disappearance that was wide reaching both in terms of the media and public reaction, though there was criticism that the media attention was excessive. There was also comment that the UK media had unfairly criticised the Portuguese police.
The family have said that some of the money raised from Madeleine's Fund would go towards hiring campaigning professionals with the aim of achieving the same saturation level of publicity across Europe as they have attained in the UK and the Algarve. The family based themselves in the same holiday resort from the time of the disappearance, at the time stating they would remain there until Madeleine was located, though as part of the campaign the McCanns have visited Vatican City, Spain, Germany and Morocco to raise awareness and on 5 June they made an appeal on the British TV programme Crimewatch. However, shortly after being named as arguidos, the McCanns returned to the UK on 9 September.
Madeleine's father had already made a brief trip to the UK on 20 May to help finalise the campaign for the search for his daughter. Gerry McCann visited the United States between 22 and 25 July 2007 when he met U.S. Attorney General Alberto Gonzales and experts from the National and International Centres for Missing and Exploited Children. During interviews on network television programmes Gerry was forced to defend leaving the children alone.
The family announced on 15 September that, beginning in a fortnight, they would be spending up to £80,000, from Madeleine's Fund, on a new publicity drive, involving newspaper, television and poster advertising in order to further publicise Madeleine's disappearance. This will include posters in rural parts of Portugal and Spain and television advertisements, in Arabic, in Morocco. In late October the McCanns set up a hotline + 34 902 300213, manned by private detectives, for people in the Iberian Peninsula and north Africa to phone with information.
Over Christmas 2007 the family made a further television appeal. This had produced, by 27 December, 347 phone calls with information with more subsequently.
After the disappearance many unofficial webpages were created, notably on social networking sites such as Facebook and MySpace, offering support to the McCanns. An unofficial one minute's silence was held for Madeleine on 21 May 2007 but since it was organised by an anonymous viral email, it was not thought to be widely observed.
Robert Murat, a suspect in the investigation, has tried to generate his own publicity by selling his story. However, publicist Max Clifford indicated that he would only represent Murat if he was cleared of suspicion of kidnapping. Within the virtual world Second Life, a virtual Madeleine's Garden has been created. In early July, Bryan Adams dedicated his concert on Malta to Madeleine.
J. K. Rowling arranged with her publishers for a poster bearing the face of the missing child to be made available to book sellers when Harry Potter and the Deathly Hallows was launched on 21 July. Rowling said that she hoped that the posters would be displayed prominently in shops all over the world.
On 9 May, Tony Blair's spokesperson said that the then Prime Minister was following the case closely and that "we are helping in whatever way we can". On May 16, coinciding with the launch of the fighting fund former Chancellor of the Exchequer Gordon Brown (now PM) told relatives of Madeleine that he would help "in any way he can". Former Deputy Prime Minister John Prescott also commented on the case, saying at Prime Minister's Question Time "I'm sure that the thoughts of the whole House will be with them at this terrible time."
On 26 May, a spokesman for the McCann family confirmed that Gordon Brown had telephoned the McCanns. Though the spokesman stated that the details of the conversations would remain private, he did confirm that "During them, Mr Brown offered both Gerry and Kate his full support in their efforts to find Madeleine." In late September Foreign Secretary David Miliband telephoned Gerry.
Germany's Justice Minister, Brigitte Zypries, said at a meeting of G8 justice ministers in Munich on 3 June, that it should be assumed that Madeleine had been abducted by a gang that passes on children to be abused. But the Portuguese prime minister, José Sócrates, praised investigators in September 2007, following criticism in the British media of the police handling of the case. Sócrates said that he had total confidence in the work carried out by the Portuguese police.
Paulo Sargento, a criminal psychologist at Lusófona University in Lisbon, however had produced in October 2007 a 3D reconstruction of events at the Ocean Club on the evening Madeleine disappeared. His view was that that kidnapping would be inconsistent with the evidence. The case was also reviewed by the notable forensic investigator Professor David Barclay of Robert Gordon University. His opinion was that the police were right to consider the McCanns as suspects and that the child is probably dead.
There have also been people collecting money on the false premise that they were representing Madeleine's Fund, one of whom, Debbie Clifton, was jailed for 90 days.
On 28 June 2007 police arrested an Italian man and a Portuguese woman at a villa in Sotogrande, Cádiz over allegations that they had tried to defraud the McCanns by claiming a reward for information about their daughter. However, police said that there was no direct link with Madeleine's kidnap. Then on 6 July police in the Netherlands arrested a man who allegedly demanded two million euros from the McCanns for information about their missing daughter.
Tal & Qual stood by the story. The journalist who wrote the article, Catarina Vaz Guerreiro, said "I can't reveal my source, but I have complete trust in them. I strongly believe that the person that gave us this information is telling the truth. The paper ceased publication after 28 September 2007, because of a drop in circulation.
The ASFIC's (Associação Sindical dos Funcionários de Investigação Criminal da Polícia Judiciária) General Secretary, Carlos Garcia, declared on 10 August 2007 that the union representing the PJ intended to take legal action against those British journalists who had accused Portuguese police officers of forging evidence. He stated that, at the beginning of the investigation, a joint working group had been created with the British police, and that they had been working in close cooperation. Thus when the Portuguese police is criticised, so too is the British police. He claimed that the number of abductions resulting in murder was a decisive factor that determined the different methods of investigation adopted by the two forces.
In March 2008, the McCanns launched a libel suit against the Daily Express and its sister newspaper, the Daily Star, as well as their Sunday equivalents, following the newspapers' coverage of the case. The action concerned more than 100 stories across the four newspapers, which accused the McCanns of involvement in their daughter's disappearance. One immediate consequence of the action was that Express Newspapers pulled all references to Madeleine from its websites. In a settlement reached at the High Court of Justice, the newspapers agreed to run a front-page apology to the McCanns on 19 March 2008, publish another apology on the front pages of the Sunday editions of 23 March and make a statement of apology at the High Court. These apologies were described by media commentator Roy Greenslade as "unprecedented". In its apology, the Express stated that "a number of articles in the newspaper have suggested that the couple caused the death of their missing daughter Madeleine and then covered it up. We acknowledge that there is no evidence whatsoever to support this theory and that Kate and Gerry are completely innocent of any involvement in their daughter's disappearance. The McCanns also accepted £550,000 ($1.1 million) damages and costs. They promised to pay the damages into Madeleine’s Fund.
Robert Murat instigated defamation proceedings against Sky News and 11 British newspapers, in April 2008. He used London solicitors Simon, Muirhead and Burton on a conditional fee agreement. The first paper to settle was The Scotsman who published an apology on 15 May but paid no damages. The newspaper groups Associated Newspapers, Express Newspapers, MGN Limited and News Group Newspapers settled with Murat, on 17 July, for a £600,000 payout. They also issued a public apology in the High Court. Sergey Malinka, and Murat's girlfriend Michaela Walczuch, accepted more than £100,000 each.
Mitchell also confirmed, in March 2008, that discussions were taking place with ITV and other companies over the possibility of the McCanns appearing in a documentary, which would focus on missing children in general and the different initiatives used to help look for them. The programme, Madeleine, One Year On:Campaign For Change, was broadcast on ITV1 on 30 April 2008. The programme's producers said the McCanns had no editorial control and were not paid, although £10,000 was donated to the Find Madeleine fund.
In September 2007, actor and director Ben Affleck postponed the UK release of his film Gone Baby Gone, which had been scheduled for release on 28 December, to April 18 2008. Its plot centres on the abduction of a four-year-old girl who is left at home alone by her mother. The actress who plays the girl, Madeline O'Brien, reportedly resembles Madeleine. According to Affleck, the release of the film in Britain was delayed because those involved with the film don't want to "touch a nerve or inflame anybody's sensitivities.
Church services were held in Portugal and the UK on 3 May 2008, to mark the first anniversary of Madeleine's disappearance.
Madeleine's aunt, Philomena McCann, drew up a poster to circulate in a chain email to help find the child. She also commented during a live phone interview that there was little coverage of the case in other countries apart from the UK and Portugal.
After a picture was released of Madeleine in an Everton shirt, Everton's Portuguese footballers Nuno Valente and Manuel Fernandes appealed for any news on her whereabouts and Phil Neville issued the following statement on behalf of the club. "Everton has fans all over the world and I know that they, along with everyone connected with the football club, are hoping and praying for Madeleine's safe return. Our thoughts are very much with the family at this extremely distressing time." Manager David Moyes added "Everybody here is desperately wanting to hear good news and my thoughts and prayers are with the family. If anybody out there knows anything, please come forward". Celtic footballer Neil Lennon made an appeal for Madeleine's safety and yellow armbands were worn on 12 May 2007 against Aberdeen to mark her fourth birthday.
A video appealing for help with the search for Madeleine was broadcast to Spanish football fans visiting the city of Glasgow for the UEFA Cup final on 16 May. Another film was broadcast at half-time during the English FA Cup Final on 19 May. Before their departure for the Champions League final on Monday 21 May, Liverpool FC's squad were photographed with a banner appealing for any information on Madeleine's whereabouts.
Writing in The Times on 16 September, India Knight criticised the on-line community for its censorious attitude and its willingness to rush to judgement whilst pointing out that the McCanns had contributed to the public's obsession with the case by their extensive and well-orchestrated media campaign. A debate on the disappearance was held at the London School of Economics on 30 January 2008. Though the debate was inconclusive, the stridently critical attitude of the on-line community towards the McCanns, noted by Knight, also manifested itself in the audience reaction.
On 18 May, Inter Press Service drew attention to the fact that that some observers point out that Madeleine comes from a well-heeled British family (both of her parents are doctors), unlike so many Portuguese or immigrant children whose disappearance has drawn scant attention from the press. There has also been criticism of the weight put on this case in the light of many other, unpublicised, children's disappearances.
Also on 18 May, The Scotsman commented that "... there was evidence that public opinion, while strongly supportive of the child's distraught parents Kate and Gerry McCann, was growing alarmed at what it viewed as relentless, almost prurient coverage. Channel 4 News presenter Alex Thomson has said the Madeleine McCann story did not deserve its news ranking. "I've been sickened by the way the media have allowed themselves to be taken for a full-scale ride by the McCanns." He added that the parents' conduct, "a contributory factor in the abduction, was largely downplayed or ignored altogether by sycophantic, gullible blanket coverage.
Raymond Snoddy wrote in Marketing: "To what extent has all this coverage been kept afloat for so long because the child is white and photogenic, and has articulate, resourceful parents? Of course, the news value of the story was also enhanced by context - everyone's worst nightmare, a child snatched from an apparently secure apartment in an upmarket holiday resort. But the sad truth is that if a black child had been snatched from a sink estate in Liverpool or Glasgow, the chances are you would not know their name.
Gerry, who had encouraged media coverage, criticised De Telegraaf on 14 June for publishing a letter claiming to know the location of Madeleine's body, calling it "an irresponsible piece of journalism" and "insensitive and cruel". Portuguese police searched the site but found no trace of Madeleine. At the Edinburgh International Television Festival on 25 August, Gerry complained about the amount of media attention, on the disappearance, that he claimed was 10 times what he had expected. He also criticised wild speculation being erroneously reported as fact.
There was criticism by the Daily Express of the stories run in the Portuguese media. In an article on 28 August that summarised the speculation, the Daily Express accused the local media of "a vile whispering campaign, which has led to them [the McCanns] suffering a daily torrent of smears" and described the stories suggesting that the McCanns had involvement in their daughter's disappearance as "lies".
Journalist Martin Bell accused the BBC of wasting hundreds of thousands of pounds of taxpayers’ money in its coverage of the disappearance. In January 2008 Bell said "I’m calling it the death of news. It is the stupidification of the news agenda. It is pretty obvious television news has lost its way not just with the McCann case but that has been extreme.
A comparison was drawn, in early March 2008, between the publicity given to Madeleine with the much lower key publicity for the disappearance of Shannon Matthews. The Guardian explained this by stating that "Overarching everything is social class" but they added that Shannon going missing in the UK made a difference. The Independent took the same line saying "Kate and Gerry McCann had a lot: they were a couple of nice middle-class doctors on holiday in an upmarket resort" "Karen Matthews is not as elegant, nor as eloquent".
The British media has been criticised for being heavily critical of the Portuguese police and legal system. The Guardian noted that the British media compared the Portuguese procedures with British procedures unfavourably and unfairly. Likewise, The Times published an editorial entitled "Exactly how guilty are the Portuguese police?" and stated that there had been a rush to judge the Portuguese authorities.
Matthew Parris, writing for The Times in August, chastised the British and Portuguese media for what he described as "assassination-by-innuendo" of suspect Robert Murat, who those involved closely in the case believed was innocent. "For the rest of the world, however, glancing in passing at headlines and skimming news reports over its coffee, the name Murat is now synonymous with 'creepy oddball and obvious suspect'," Parris wrote. He concluded, "The whole disgusting business, the whole media-driven infatuation with this little girl and her parents, the whole sick, morbid, sentimental campaign of news generation and news manipulation, has been a disgrace to the British media.
Peter Horrocks, the head of BBC TV News, denied claims in September 2007 that the BBC was biased in favour of the McCanns. Some viewers had suggested that the McCanns had been treated in an overly positive light because they were white, middle class doctors. Then Horrocks criticised rival broadcasters saying "I know that many other TV and radio networks have been absolutely extraordinary, always talking about it in terms of sympathy and their [McCanns] feelings. Writing in The Guardian, also in September, Marcel Berlins said that the investigation had generated a wave of negative comments in the UK media towards Portuguese society, and the authorities investigating the case, as the result of ignorance of the Portuguese legal system. Berlins called it "a touch of arrogant xenophobia".
A plan to include bookmarks bearing Madeleine's image in copies of Harry Potter and the Deathly Hallows was shelved. After reflection, the publishers decided it would not be responsible to expose younger readers to the story of Madeleine's disappearance.
Whilst the public response has largely been in support of the Find Maddie campaign, there have been instances where it has been criticised for drawing attention away from other missing children. Mark Lawson, writing in The Guardian on 26 October, criticised the McCanns for employing their own spin doctor, describing their use of what he termed "political methods" as a "terrible error".
Carlos Anjos, president of the Association of Criminal Investigation Staff, criticised the McCanns, on 6 November, for creating a "monster of information" that hindered the investigation. He also stated that they should not have publicised the coloboma in her right eye which he claimed put the life of the girl at risk. This was echoed by Fernando José Pinto Monteiro, the Attorney General, who said that the worldwide campaign would have turned Madeleine into a liability if she had been abducted and that, if she had been kidnapped, it was likely that her abductor had already killed her.