News Desk
LONDON: A promotional poster for the horror film The Mummy has been banned from public display in London following complaints that its imagery could be disturbing, particularly for children.
According to foreign media reports, the poster featured the face of a young girl with grey skin, cracked lips and mummy bandages covering part of her head, creating the impression of a dead child.
Around 30 people complained after the poster was displayed, arguing that the image was too frightening for public spaces, particularly the London Underground, and could have a negative impact on children.
The film studio defended the advertisement, saying it had been created responsibly and did not contain violence or an explicitly frightening scene. It also argued that the girl shown in the poster had no emotional expression on her face.
However, the Advertising Standards Authority (ASA) rejected the argument, ruling that many people viewing the poster could interpret the image as depicting a real dead child.
The authority concluded that the advertisement could be particularly distressing for young children and should therefore not be displayed in public spaces, including on the London Underground.
The ruling means the poster cannot be used in its current form in public advertising locations covered by the decision.
The case highlights the challenges faced by film studios when promoting horror content in public spaces, where advertisements can be seen by audiences of all ages, including children.
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