London Underground bans The Mummy poster over dead child depiction
The Advertising Standards Authority (ASA) has prohibited advertisements for The Mummy on the London Underground following 30 grievances regarding the portrayal of a deceased child. Directed by Lee Cronin and released by Warner Bros, the campaign showcased a mummified character alongside the slogan: "Some things are meant to stay buried." Many found the imagery upsetting, but Warner Bros argued it was responsible and not meant to cause offense. The ASA agreed with the complaints, noting that the features of the figure created a "realistic impression of a dead child." Although the ads were not near schools, one billboard could be seen from a nursery. Complaints regarding TV and streaming ads were dismissed due to scheduling issues, and the ASA also rejected concerns about They Will Kill You posters.
Key facts
- The ASA banned posters for The Mummy from London Underground and billboards.
- 30 complaints were received about the promotional campaign.
- The poster showed a mummified female figure with a swollen eye.
- Warner Bros defended the campaign, citing due responsibility.
- The ASA ruled the image gave a 'realistic impression of a dead child'.
- One billboard was visible from a children's nursery.
- TV and streaming ads were allowed with a post-19:30 restriction.
- Complaints about They Will Kill You were rejected.
Entities
Artists
- Lee Cronin
Institutions
- Advertising Standards Authority
- Warner Bros
- Transport for London
- Global
- Clearcast
- BBC
Locations
- London
- United Kingdom