The Advertising Standards Authority (ASA) has banned a London Underground poster promoting the film The Mummy after concluding that its depiction of a character resembled a dead child. The ruling, announced on August 5, 2026, follows 30 complaints during the promotional campaign for director Lee Cronin's film.
The poster shows a close-up of a female figure with a swollen eye, open mouth, and grey skin, accompanied by the tagline: 'Some things are meant to stay buried.' The ASA determined that the figure's grey skin, cracked lips, and vacant expression gave a 'realistic impression of a dead child,' making it unsuitable for display where children could see it.
ASA ruling and rationale
In its official decision, the ASA stated: '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. We therefore concluded that the ads were unsuitable for outdoor display and therefore breached the code.' This means the poster cannot be displayed anywhere in public spaces, including the London Underground network, where children may be present.
The ban extends to all outdoor advertising locations, not just the Tube, potentially affecting the film's promotional reach across the capital. The ASA's decision underscores the strict guidelines governing advertising content in public spaces, particularly regarding the protection of minors.
Warner Bros. response and defense
Warner Bros., the studio behind the film, defended the campaign, arguing that the character is a 'living mummy' and a young adult, not a child. They noted that the character was kidnapped as a child but is now an adult, and they emphasized that the expression on the character's face is neutral, with no elements of violence depicted.
Despite these arguments, the ASA maintained its position, prioritizing the potential distress to young children over the studio's creative intent. This case highlights the ongoing tension between artistic expression in film marketing and regulatory standards for public advertising.
Other complaints and industry impact
In a separate ruling, the ASA also received 20 complaints about posters for the horror film They Will Kill You, with complainants arguing they glamorized violence and knife crime. However, the watchdog rejected these complaints, allowing that campaign to continue. This contrast suggests that the ASA applies case-by-case judgment, focusing on the specific visual elements and their potential impact on children.
The ban on The Mummy poster could influence future horror film marketing strategies, prompting studios to reconsider imagery that might be perceived as depicting minors in distress. It also serves as a reminder to advertisers of the importance of compliance with ASA codes to avoid costly reprints and campaign disruptions.
