A rock band has been branded “sick” for using a picture of Madeleine McCann on flyers for a gig. 

Unsigned band Sinnerz Street were due to take to the stage of the Hydrant pub in Brighton on June 1.

But the venue has stripped the rock and metal group from the bill after learning flyers with the missing girl’s photo had been handed out.

The flyer features the latest age-progressed image of Madeleine showing how she could look now, at the age of nine.

Members of the public who were handed the flyers in Brighton city centre said they were appalled by the use of Madeleine’s image.

The adverts have been branded a “sick joke”.

Madeleine has been missing since she disappeared in Praia da Luiz in Portugal in 2007 while on holiday with her parents.

Robert Swan was handed one of the flyers outside the pub.

He said: “I was shocked and appalled by the grotesque use of such a tragedy to promote the band. It was really out of the blue.

"It was just someone handing out flyers and I had a double take. I thought I knew that picture because it's been in the newspapers.

"Then I realised and thought that's absolutely disgusting, almost disturbing. 

"It was horrible. Maybe they thought it was rock and roll, but it's a bit perverse."

Hove MP Mike Weatherley, who launched the Rock the House competition to find the best live band and music venue in the country, said: "This sounds like one of those instances of a sick joke getting out of hand.

"It was a mistake from which the band should learn and I hope it hasn't affected the support acts."

It is not the first time an image of Madeleine has been used out of context.

Earlier this month a website used a photograph to promote discount trips to Portugal.

The photo, on discount website VoucherDigg, was taken hours before the youngster disappeared from the apartment.

A spokeswoman for the Hydrant said it had used its own publicity to promote the night and was not aware of the offending flyer.

She added: “We have called the band and cancelled their gig.

“We think it is awful and do not want anything to do with it.”

Sinnerz Street were due to appear on June 1 alongside tribute bands Guns 2 Roses and Judas Priester.

A spokesman for Guns 2 Roses, who gave his name as Gavin, said: “We are absolutely disgusted. We did not even know there was a fourth band on the bill. ”

The Argus tried to contact Sinnerz Street but they were unavailable for comment.