Ben vanished on 24 July, 1991, at the age of 21 months, during a 1991 family holiday on the island of Kos.
Despite numerous reported sightings and a range of theories about what happened to the youngster, who would now be 26, no trace of the missing child has ever been found. It is one of the longest missing persons cases in British history.
Kerry Needham, Ben's mother, appeared on a popular missing persons’ television program
on Friday to make a fresh appeal for her son.
Speaking on the show, Mrs. Needham said: “Please end the pain that my family is suffering. I know he’s out there somewhere. Please call the police and please put an end to this.”
The television program, the English translation of which is Light at the End of the Tunnel, broadcasts to about 50% of the Greek television audience and was devoted almost entirely to the case of Ben.
Officers from South Yorkshire Police, who are working with their Greek counterparts, are now investigating seven potentially significant new leads after 30 people contacted them after the program.
Officers have also received information about repeated sightings in two towns in northern Greece that a boy matching Ben’s description may be there.
Over the years there have been reported more than 300 sightings of boys matching Ben's description, both on the Greek mainland and on Greek islands. Most were called in shortly after his disappearance during the period of 1991 to 1992. All DNA tests carried out on boys previously believed could be Ben turned out to be mismatches.
Anyone with information about the whereabouts of Ben Needham can call the Greek Police on 100 (calls to 100 can be made from any phone), the Operation Ben team on 0114 296 3022 or via email on opben.needham@southyorks.pnn.police.uk.