The National:

WE'RE fairly accustomed to the UK Government overlooking Scotland in all it does – but the World Cup has brought out the worst in brands, too.

The top award so far has to go to Just Eat.

"We’re unofficially supporting the English female lions football team with the biggest cat and football expert we were allowed to use… Carol," they tweeted on Saturday.

This from an account called "Just Eat UK" – it literally has "UK" in the name – the day before Scotland played England. It was Scotland's first ever appearance at the Women's World Cup.

Just under 24 hours later, they tweeted: "We would like to apologise for any offence caused by our recent football post or follow up responses - this was not intended.

"We of course support all our home nation football teams and we acknowledge that this wasn't reflected in the content – we messed up. We wish both the Scottish and English teams the best of luck."

It didn't go down too well on social media.

They weren't the only ones to forget that Scotland existed.

A story on the Evening Standard's website read: "England's Lionesses break UK TV viewing record with World Cup opener"

England's Lionesses were playing against Scotland. Many Scottish people were, presumably, watching for Scotland. Thus, it should be fairly obviously, also "broke the UK TV viewing record". We appreciate they have an English audience, but it seems worth mentioning, to put it mildly.

Meanwhile, over at William Hill, they'll be wishing they had paid a little more attention to their adverts.

"Pride. Passion. Belief." 

Those three words were emblazoned in front of four fans with saltires painted on their faces.

So, what was being advertised?

"Bet on England in the Women's World Cup."

A few Scottish fans may just have put a bet on England to soften the blow if they win ... but we don't think that's quite what this advert was going for.

And if you're a Lucozade fan, we're sure Shelley Kerr's team won't hold it against you if you had to buy one of their bottles wrapped in a picture of an English player – available in Scottish shops now.

The competition has hardly started, and these are the examples we've ALREADY seen...