Bookshops "sickening" promotion of Madeleine McCann book

IT'S more than a little unfortunate.

A special offer sticker slapped on a book about missing Madeleine McCann has sparked fury because of its slogan: "When it's gone it's gone".

Investigative journalist Danny Collins recently released his novel called Madeleine McCann - Ten Years On to mark the anniversary of the tot's disappearance, reported The Sun.

But in a bid to send copies flying off the shelves, a British retailer offered 60 per cent off with the eyebrow raising message.

The inappropriate sticker on Maddie McCann book

The inappropriate sticker on Maddie McCann bookSource:Supplied

One shopper who spotted the gaffe at a branch The Works wrote on Twitter: "Of all the price sticker choices".

Her photo was retweeted more than 1300 times sparking backlash from social media users.

One said: "F*** sake, do people not realise this is someone's child?"

Another added: "What a sickening thing to do!!"

"Shame on you @TheWorksStores" was written on one post.

While others made light of the situation, saying: "True though, you have to make the most of the bargain offers these days what with inflation."

The author believes he may have uncovered the truth behind the disappearance of little Madeleine McCann after claiming to piece together clues and false leads to tell the story about the missing little girl.

Mr Collins returned to Praia da Luz and the Ocean Club holiday complex for an updated edition of his 2008 book Vanished.

After returning to examine the evidence in Portugal's Algarve region, from where three-year-old Madeleine vanished on the evening of May 3, 2007, Mr Collins insists she could not have been abducted from her bed.

The author's new theory claims Madeleine McCann could have been stolen by gypsies.

The writer, who covered the case at the time, is convinced she left the apartment in Praia da Luz looking for her parents before being snatched and possibly sold.

Whatever occurred that night, Mr Collins adds: "I hope, somewhere, a beautiful young teenager is alive.

"For Madeleine will always live on in the memories of those who knew her or followed her story."

The Works has so far failed to comment.

This story first appeared in The Sun and is reproduced with permission.