The Mummy film ad banned from London Underground
The Advertising Standards Authority has banned posters for the film 'The Mummy' from the London Underground. Regulators determined the imagery was too realistic and potentially distressing to children.
Why it matters
This decision highlights the tension between creative marketing and public safety standards in shared urban spaces.
Image source, Getty Images Image caption, The ASA ruled the movie poster was not appropriate to be shown at Tube stations
Posters for the new The Mummy film have been banned from the London Underground and other billboards after regulators said they included realistic depictions of a dead child.
The Advertising Standards Authority (ASA) received 30 complaints regarding the promotional campaign for the Lee Cronin film and said the posters must not be displayed in areas where children could see them.
Many complainants argued the imagery was distressing for both children and adults.
Warner Bros defended the campaign, stating it had been prepared with "due responsibility to consumers and society" and was not designed to create fear or offence.
The poster shows a close-up image of a female figure with a mummified appearance, sunken features and one eye swollen shut, alongside the tagline: "Some things are meant to stay buried."
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