The Mummy Film Ad Banned from London Underground
Ninoda.com – The Advertising Standards Authority (ASA) has made a significant decision regarding promotional material for the upcoming horror movie. Specifically, The Mummy film ad banned from the London Underground network after concerns were raised about its imagery. Posters for the new film, directed by Lee Cronin, were removed from Tube stations and other billboards following a formal complaint process. Regulators determined that the promotional campaign included realistic depictions of a dead child, making them inappropriate for public display in areas frequented by families.
The ASA received 30 distinct complaints regarding the promotional campaign for the film. Many complainants argued that the imagery was not only distressing for children but also unsettling for adults. The regulator stated that because the figure had recognisable human features, viewers were likely to understand it as a realistic depiction of a dead child. This perception was central to the decision to restrict the advertisement’s visibility.
Warner Bros Defends the Campaign
Warner Bros defended the campaign, stating it had been prepared with “due responsibility to consumers and society” and was not designed to create fear or offence. The poster shows a close-up image of a female figure with a mummified appearance, sunken features, and one eye swollen shut. It is accompanied by the tagline: “Some things are meant to stay buried.” The distributor explained that the character depicted was a “living mummy” who was returned to her parents as a young adult, many years after having been kidnapped as a child.
Warner Bros added that the design had been cleared by Transport for London’s advertising partner, Global, for display across the London Underground network. However, the ASA upheld the complaints regarding the outdoor and Underground posters. The watchdog noted that the figure’s grey, ashen skin, cracked lips, and fixed, vacant expression combined to give a “realistic impression of a dead child”. The studio argued that the poster used a neutral facial expression while avoiding elements of violence or intimidation to reduce any risk of distress.
The ASA stated: “Because the figure had recognisable human features, we considered that viewers were likely to understand it as a realistic depiction of a dead child.” The Mummy poster has been banned from the London Underground and billboards. It added that although Warner Bros confirmed adverts were not placed within 100 metres (328ft) of any school, one billboard was directly visible from a children’s nursery. The regulator concluded: “We considered the image was likely to distress young children and that it was unsuitable for display where it was likely to be seen by them.”
The regulator concluded: “We therefore concluded that the ads were unsuitable for outdoor display and therefore breached the code.” Complaints about the film were rejected by the ASA in other contexts. Complaints regarding television and live streaming service adverts for the film were not upheld by the regulator, as Clearcast – which pre-approves TV and streaming ads – had applied a post-19:30 scheduling restriction. This means viewers can still encounter the advertisement during evening broadcasts without it being considered harmful to younger audiences.
The ASA also rejected separate complaints about posters and television adverts for another Warner Bros horror film, They Will Kill You. Around 20 complainants had argued that those adverts glamorised violence and knife crime, but the watchdog ruled the imagery was highly stylised and clearly reflected the fictional nature of the film. This distinction highlights the careful scrutiny applied to different types of horror marketing.
Frequently Asked Questions
Why was The Mummy film ad banned? The ASA ruled that the poster depicted a realistic dead child due to its grey skin and vacant expression, making it unsuitable for outdoor and Underground display.
Where can I still see the advertisement?
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