Home and Away fans slam ‘disrespectful’ marketing campaign featuring missing cast member: ‘They should be ashamed’

Home and Away fans are divided over the show's controversial marketing campaign to help find a missing character ahead of its 2024 return.

The 'Bring Eden Home' campaign grapples with the mysterious disappearance of Cash's missing girlfriend Eden, who was last seen in a forest under suspicious circumstances.

To keep fans on the edge of their seats, Channel Seven has released a series of on-air promotions, shared missing persons posters on social media and created an 1800 number so viewers can hear Eden's last call.

Although the campaign has been hailed by some as “epic” for its inventive efforts, it has also generated a lot of controversy.

Fans have taken to social media to express their frustration over the 'disrespectful' ad.

Many have argued that imitating real-life missing persons tragedies is a distasteful marketing ploy that fails to take into account the emotional toll these situations can take on real people.

one viewer said Yahoo lifestyle they 'can't stand' the missing persons advert currently airing on Seven because they find it 'disgusting'.

“It's disgusting and dismissive of anyone experiencing this in real life. Home and Away should be ashamed of themselves. Absolutely disgusting. I don't understand how this ad was even allowed to be broadcast on television by the media.

The 'Bring Eden Home' campaign grapples with the mysterious disappearance of Cash's missing girlfriend Eden, last seen in a forest under suspicious circumstances

Fans have taken to social media to express their frustration over the 'disrespectful' ad

'Put yourself in the position of someone who hopes to hear news about a loved one every day, seven days a week, 24 hours a day. Disgusting.'

The 1800 number used in the advertisements has received almost 66,000 calls in the past week, with more than 28,000 called in the first 24 hours.

Despite the backlash, Seven remains true to their decision with the campaign.

“We're thrilled with the engagement and impact this campaign has generated to date and are excited to lead an immersive, out-of-the-box creative campaign for Home and Away,” said Larissa Ozard, Seven's Director of Marketing – Brand, Product and Trade.

'This is in no small part due to the brilliant creative work of Nina Kendall and the execution by Marni Crutchley and his team, who were able to create a campaign to get the nation talking while channeling the channels they deserve and own worked up a sweat.'

Despite the backlash, Seven remains true to their decision with the campaign