‘The Mummy’ Posters Banned in London for Being Too Disturbing
Outdoor posters for Lee Cronin’s ‘The Mummy’ have been prohibited from appearing in their original form across various parts of London after the U.K. Advertising Standards Authority (ASA) determined that the images were too distressing for young audiences.
On August 5, the ASA published information regarding its investigation into multiple complaints about the film’s marketing campaign. This review included outdoor posters, a television commercial, and a Prime Video advertisement. While the ASA ruled against the outdoor posters, it approved the TV and streaming ads.
The watchdog received 30 complaints from the public, with many expressing that the campaign was upsetting for both children and adults. The main concern revolved around posters displayed in the London Underground and other public spaces where individuals of all ages could view them.
The posters showcased a close-up image of a mummified female figure with grey skin, cracked lips, one swollen eye, and cloth wrapped around her body adorned with symbols resembling ancient hieroglyphs.
Upon reviewing the image, the ASA concluded it gave “a realistic impression of a dead child.” The regulator noted that the cloth wrapping around the figure intensified that impression. Since the posters were displayed in public areas without age restrictions, including one location visible from a children’s nursery, the ASA determined they were likely to frighten young children.
Consequently, the regulator ruled that the posters violated U.K. advertising regulations and mandated that they “must not appear in the form complained of.” It also instructed Warner Bros. to ensure that future horror movie advertising that could scare young children is not placed in locations where they might see it.
Warner Bros. defended the campaign during the investigation, stating that the poster design was intentionally crafted to be less disturbing. The studio pointed out that the character displayed a neutral facial expression, had one eye open, and was not depicted inside a sarcophagus or restrained. Warner Bros. also mentioned its internal policy of keeping horror movie posters at least 100 meters away from schools, although this rule does not extend to nurseries.
The ASA also examined another complaint that argued the posters trivialized child loss or ongoing global conflicts. However, the regulator dismissed this claim, stating that the posters clearly identified themselves as advertisements for a movie, providing viewers with sufficient context to understand what they were observing.
The television and Prime Video commercials were also scrutinized, but the ASA reached a different conclusion. These ads depict a family receiving a phone call about their daughter, who vanished eight years prior. During the call, the father inquires why she is inside a 3,000-year-old sarcophagus. The ads conclude with the line, “Some Things Are Meant to Stay Buried.”
According to the ASA, those commercials were already restricted to later evening broadcasts, with TV airings scheduled after 7:30 p.m. The regulator noted that these restrictions were sufficient to minimize the likelihood of young children viewing the ads. It also referenced audience data from Clearcast, which indicated that child viewership during the TV campaign was significantly below the industry average.
Due to these precautions, the ASA concluded that the television and streaming advertisements were unlikely to cause serious distress and did not require any modifications.
Lee Cronin’s ‘The Mummy’ premiered in U.K. cinemas on April 17 and grossed approximately $2.9 million at the local box office.
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