A promotional poster for the upcoming horror film The Mummy has been removed from the London Underground after regulators ruled that its imagery could distress young children and was unsuitable for public display.
Advertising Regulator Upholds Public Complaints
A horror movie poster promoting The Mummy has been banned from display across the London Underground following complaints that its imagery was too disturbing for public spaces.
The decision came after approximately 30 members of the public lodged complaints with the **Advertising Standards Authority> (ASA), arguing that the advertisement was frightening and inappropriate for an environment frequently used by families and children.
Poster Featured Disturbing Image
The poster was created to promote director Lee Cronin’s upcoming horror film The Mummy.
It featured the face of a young girl with grey skin, cracked lips, and mummy wrappings covering part of her head, giving the appearance of a deceased child. While intended to reflect the film’s horror theme, many viewers said the image was unsettling and unsuitable for public transport stations.
The advertisement quickly attracted widespread attention, but much of the reaction focused on concerns over its graphic appearance rather than the film itself.
Warner Bros Defended the Advertisement
Warner Bros. Pictures defended the promotional campaign, stating that the poster had been designed responsibly.
The studio argued that the image contained no violence, blood, or explicit horror scenes, and noted that the girl’s facial expression showed no emotion. It also said the advertisement had been approved before installation by **Transport for London> (TfL)’s advertising partner.
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According to Warner Bros., the artwork was intended to promote the film without featuring graphic or excessively frightening content.
ASA Ruled Poster Could Distress Children
Despite the studio’s defence, the Advertising Standards Authority reached a different conclusion.
The regulator found that many viewers were likely to interpret the image as depicting a real deceased child because of its realistic appearance. It concluded that the poster had the potential to cause distress, particularly among young children who could encounter it while travelling with their families.
As a result, the ASA ruled that the advertisement should not be displayed in public locations such as the London Underground.
Public Advertising Faces Strict Standards
The ruling highlights the strict standards applied to advertising in public spaces across the United Kingdom, particularly where children are likely to be present.
While horror films routinely use unsettling imagery as part of their marketing campaigns, advertisements displayed in transport hubs and other public areas are expected to balance creative promotion with broader public sensitivities.
The decision means the poster for The Mummy will no longer appear on the London Underground, although the film’s wider promotional campaign is expected to continue through other advertising channels.
