The decision by regulators to ban advertisements for the film The Mummy has drawn significant reactions from various stakeholders, particularly those concerned about the impact of such imagery on children. The Advertising Standards Authority (ASA) received numerous complaints regarding the promotional materials, which depicted a figure that many found distressing.
Posters for the film, directed by Lee Cronin, have been prohibited from display in the London Underground and on other billboards after the ASA determined that they featured realistic portrayals of a deceased child. The ASA’s ruling came after it received 30 complaints from the public, with many arguing that the imagery was inappropriate for both children and adults.
Details of the Controversial Advertisement
The promotional poster showcased a close-up of a female character resembling a mummy, characterized by sunken features and one eye swollen shut, accompanied by the tagline: „Some things are meant to stay buried.“ Warner Bros, the film’s distributor, defended the advertisement, asserting that it was created with a sense of responsibility towards consumers and society, emphasizing that it was not intended to evoke fear or offense.
According to Warner Bros, the character depicted is a „living mummy“ who was returned to her family as a young adult after being kidnapped as a child. The company argued that the poster maintained a neutral facial expression and avoided violent or intimidating elements to minimize any potential distress.
Regulatory Findings
Despite Warner Bros‘ defense, the ASA upheld the complaints regarding the outdoor and Underground advertisements. The authority noted that the figure’s grey, ashen skin, cracked lips, and vacant expression contributed to a „realistic impression of a dead child.“ The ASA stated, „Because the figure had recognizable human features, we considered that viewers were likely to understand it as a realistic depiction of a dead child.“ This conclusion led to the determination that the advertisement was unsuitable for display in areas where children might see it.
Furthermore, the ASA highlighted that although Warner Bros had confirmed that the advertisements were not placed within 100 meters (328 feet) of any school, one billboard was directly visible from a children’s nursery. The regulator concluded that the image was likely to distress young children and therefore breached advertising codes.
Other Advertising Complaints
In addition to the complaints regarding The Mummy, the ASA also addressed concerns about television and streaming service advertisements for the film. However, these complaints were not upheld, as Clearcast, the organization responsible for pre-approving TV and streaming ads, had implemented a scheduling restriction that limited airing to after 7:30 PM.
Moreover, the ASA dismissed separate complaints about advertisements for another Warner Bros horror film, They Will Kill You, where around 20 complainants argued that the ads glamorized violence and knife crime. The ASA ruled that the imagery was highly stylized and clearly reflected the fictional nature of the film.
This incident highlights the ongoing scrutiny of advertising content, particularly in relation to children’s exposure to potentially distressing imagery.
Quellen: bbc.co.uk, tagesschau
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