In a typically intelligent move, ITV will cancel or postpone any programme or film that contains a character with the name Madeleine or Maddy.

A spokesman for ITV said: "Out of respect to the McCann family, we feel it would be inappropriate and insensitive to broadcast any shows that feature the name."

The channel is also dropping adverts for McDonald's, as the first two letters of the fast food chain's name are the same as the first two letters of the heroic family's name.

Friends of the McCanns are also urging ITV to drop any shows that have characters called Gerry or Kate. ITV has decided to leave this decision to the public. Phone lines have been opened for viewers to ring in and vote on whether the channel should do this.

Calls will cost £25 per minute. Texts are charged at the standard network rate plus an additional charge of £53,467. No votes will be counted but all calls and texts will be charged.