Posters for the new horror film "The Mummy" have been banned from the London Underground and other public billboards after regulators determined they depicted a child too realistically and were distressing to viewers. The Advertising Standards Authority (ASA) upheld complaints from 30 individuals who found the promotional material for Lee Cronin's film to be disturbing.
The ASA stated that the poster, which features a close-up of a mummified figure with grey, ashen skin, cracked lips, and a swollen, shut eye, combined with the tagline "Some things are meant to stay buried," gave a "realistic impression of a dead child." The watchdog concluded that because the figure had recognizable human features, it was likely to be perceived as such.
Warner Bros, the film's distributor, defended the campaign, asserting it was prepared with "due responsibility to consumers and society" and was not intended to cause fear or offense. They explained the character was a "living mummy" who was returned to her parents as a young adult after being kidnapped as a child. The studio also noted that the design had initially been cleared by Global, Transport for London's advertising partner.
Despite the distributor's defense, the ASA's ruling means the posters must not be displayed in areas where children might see them. The decision highlights the regulatory body's scrutiny of advertising content, particularly concerning potentially sensitive or frightening imagery. The film "The Mummy" was released in cinemas on April 17.