McDonald's in Portugal has apologised over a Halloween ice cream campaign which featured the slogan "Sundae Bloody Sundae".
The fast-food chain says it was not intended "an insensitive reference" to the Bloody Sunday massacre.
It has told the Guardian that it was intended as a celebration of Halloween and not to any historical event.
The advertising campaign has now been pulled.
McDonald's also says it regrets any offence it may have caused.
