The UK Advertising Standards Authority (ASA) bans poster advertisements for Lee Cronin’s horror film “The Mummy” from outdoor public display on the London Underground. The ASA says the posters depict an image it describes as giving “a realistic impression of a dead child.” According to multiple reports, the regulator rules the ads are unsuitable for display in locations where children are likely to see them, after receiving 30 complaints about the campaign. The imagery cited by the ASA includes graphic features shown on the poster, including a close-up of a figure with grey skin and an expression that the watchdog said could distress young children.
Warner Bros, which promoted the campaign, disputed the ASA’s characterisation, saying the figure is a “living mummy” and that it avoids violence. The ASA’s decision applies to the poster material for outdoor sites; at least one report says the ASA cleared companion television and streaming ads for the same campaign. Separately, the ASA also considered complaints about other horror film poster ads, “They Will Kill You,” but rejected those concerns.
