The BBC is being pressured to apologise when a voiceover speaking about Madeleine McCann was overlaid with video of birdwatchers.
In a cringeworthy oversight on BBC One, footage of a group of people staring into the sky through binoculars ran before a documentary about the missing girl.
"Now on BBC One, the search goes on in a case like no other," the voiceover said in the calm, clipped BBC tone.
"Madeleine McCann, 10 years on."
Viewers tweeted about the error were alternately bemused or outraged.
"Absolutely in bad taste," wrote ZerodragYT.
"Must have been some boy on his last shift," tweeted Grant Aitken.
Madeleine McCann disappeared from a Portuguese apartment while her parents Kate and Gerry dined at a restaurant nearby.
Wednesday marked the ten-year anniversary of Maddie McCann's disappearance.
The investigation was shelved by Portuguese police because of a lack of progress, but Scotland Yard has spent millions of pounds continuing the search.
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