The Advertising Standards Authority (ASA) restricts posters for the film “The Mummy” after receiving complaints from members of the public. The ASA says it received 30 complaints about the advertising, with complainants arguing that the poster imagery could be distressing for both children and adults. Media reports state that the ASA’s assessment focuses on the likely impact of the image on young children who might see the posters in public spaces. As a result, the ASA decision bans or restricts the posters from appearing in areas where children are likely to view them.
The reported outcome centers on the visual content of the advertisements rather than other marketing claims. The ASA finds the poster image is likely to cause distress to young children, leading to the restriction. The film’s promotional campaign must therefore comply with the ASA’s ruling about where the posters can be displayed.
