The U.K. Advertising Standards Authority has ruled that outdoor poster ads for “Lee Cronin’s The Mummy” breached its code by presenting an image that gave “a realistic impression of a dead child,” while clearing companion TV and streaming spots for the same campaign.
The ASA investigated four issues stemming from several complaints about ads for the Warner Bros Entertainment U.K. Ltd. cinema release, seen in April this year. The regulator upheld one complaint and rejected the other three in a ruling published Aug. 5.
“The ASA received 30 complaints, many of whom believed the ads were distressing for children and adults,” the ASA said.
Posters on the London Underground and at outdoor sites showed a close-up of a mummified female figure with grey, ashen skin, cracked lips and one eye swollen shut, wrapped in material resembling a shroud and inscribed with hieroglyphic-style symbols.
The ASA said the figure’s features gave “a realistic impression of a dead child” and that the material wrapped around her added to that impression. Because the posters ran in untargeted locations, including on the London Underground and at a site visible from a children’s nursery, the regulator concluded the imagery was likely to distress young children who saw it. It ruled the posters unsuitable for outdoor display in that form, finding them in breach of CAP Code rules 1.3 and 4.2.
