Posters for *The Mummy* have been banned in Britain due to the depiction of a child
In the United Kingdom, the display of posters for the new horror film *The Mummy* on the streets has been banned. The advertising regulator received 30 complaints and determined that the image of a mummified girl could give the impression of a dead child and frighten children.
The decision was made by the UK’s Advertising Standards Authority (ASA). Complaints about the advertising campaign for the film directed by Lee Cronin were filed, in particular, regarding posters displayed at London Underground stations and other public places. One of the posters depicts a mummified girl. She has gray skin, chapped lips, one swollen, closed eye, and a vacant stare in the other. Next to her is the caption: “Some things should remain buried.”
It was this image that became the main reason for complaints about the ad. The ASA took note of the character’s appearance and how children might perceive it. The complaints were not limited to the posters. Viewers also took issue with the TV commercial and the movie’s ads on streaming services. The trailer shows a body being removed from a sarcophagus. Later, a gray hand with long, brittle nails touches a woman’s face. At the end, the line “I just want my daughter back” is heard.
Warner Bros.’ Response
Warner Bros. disagreed with the regulator’s claims. The studio stated that the advertising campaign was created “with due responsibility toward consumers and society” and that it did not intend to frighten or offend viewers. They also explained that the poster depicts not a dead child, but a living mummy. According to the plot, she returns to her parents many years after being abducted as a child.
The studio emphasized that they deliberately avoided scenes of violence, direct threats, and excessive intimidation when creating the ad. In this way, the creators sought to make the campaign less shocking for viewers. Warner Bros. also noted that the trailer does not contain any sudden jump scares, violence, or gory scenes. According to the studio, the horror elements in the trailer are intended solely to set the film’s atmosphere. However, the British regulator did not accept these arguments.
Why the Advertisement Was Deemed Unacceptable
The ASA stated that the combination of details on the poster creates a “realistic impression of a dead child.” The regulator highlighted the character’s ashen-gray skin, chapped lips, swollen eye, vacant stare, and sunken face. At the same time, the advertisers tried to take the presence of children into account. The posters were not placed within 100 meters of schools. However, one of the billboards was still clearly visible from the grounds of a preschool.
The ASA determined that this was sufficient grounds to restrict such advertising. “We believe that this image could have frightened young children and was unsuitable for display in places where they could see it. Therefore, we concluded that this outdoor advertisement violates the advertising code,” the agency stated.
Consequently, posters for *The Mummy* may no longer be displayed in the United Kingdom in locations where children can see them. However, the regulator’s decision applies specifically to outdoor advertising, not to the film’s theatrical release. This was reported by *The Guardian*.
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