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Whilst certainly understandable in one way, following tragic death of Cameron Goslin, credit must go to Birds Eye for being sensitive and socially responsible for pulling the ad, although shame that more background research was not carried out, which may have highlighted this problem. However on a wider basis it is equally unfortunate that society and media have become so attuned to a diversity of issues, some very real and others not so, that self-interest or pressure groups have such sway!