The study objectives were (1) to determine if there were any associations between the time spent observing fictional appeals and identification accuracy, (2) to establish if the number of missing children photographs observed influences identification accuracy and (3) to determine whether the number of missing children appeals observed influences identification accuracy following a short 3-day delay. A two-stage approach was utilised. Two hundred and forty-two participants observed one, four or eight mock missing children photographs followed by a short word memory distraction task and a target present line-up identification task. The second stage comprised of another target present line-up identification task presented after a short 3-day delay. One-way between-group ANOVAs indicate that observing one missing child photograph has significantly greater overall identification accuracy and lower identification error than viewing four or eight photographs immediately after observing the appeal and following a 3-day delay. Additional analyses found that the identification accuracy was significantly higher immediately after observation compared with the identification accuracy following a 3-day delay. The findings demonstrate the necessity for improving missing children appeals. Due to the exploratory nature of the study, additional research is required to explore these factors further. Keywords Child rescue alerts. Missing children. Missing persons. Publicity appeals. Recall accuracy An estimated 340,000 missing persons incidents are created each year within the UK, equal to one report every 90 seconds (Missing People 2018; National Crime Agency [NCA] 2017). Of these, approximately 60% relates to missing children although this is likely to be a significant underestimation (Hayden and Shalev-Greene 2016; Hill et al. 2016; Kiepal et al. 2012; Shalev et al. 2009). A common approach in this situation is for the police, family, friends, and charities to release a photograph of the missing children through the media in the hope that the public can help identify and locate the missing child (Lampinen et al. 2009; Lampinen et al. 2012a; Sweeney and Lampinen 2012). The use of the media is a vital resource for the police as it allows the photograph of the missing child to be viewed by a limitless number of individuals in a very short period of time (Fyfe et al. 2014; Taylor et al. 2013).