Film posters for The Mummy have been banned from outdoor public display in the UK because they include realistic depictions of a dead child.<\/p>\n
The UK\u2019s Advertising Standards Authority<\/a> (ASA) received 30 complaints over the promotional campaign in London tube stations for the new Lee Cronin film.<\/p>\n The adverts included a poster showing a closeup image of a female with a mummified appearance and one eye swollen shut. The text said: \u201cSome things are meant to stay buried.\u201d<\/p>\n TV and livestreaming services trailed scenes of a body being removed from a sarcophagus and a woman looking distressed as a greying hand with long brittle nails brushes her cheek. The advert, which ends with the mother saying \u201cI just want my daughter back\u201d, was approved by the Clearcast vetting agency for post-7.30pm broadcasts.<\/p>\n Many of the complainants said the ads were distressing for children and adults alike.<\/p>\n Warner Bros defended the campaign, saying it had been prepared with \u201cdue responsibility to consumers and society\u201d and was not designed to create fear or offence.<\/p>\n It said the character depicted in the posters was a \u201cliving mummy\u201d who was returned to her parents many years after been kidnapped as a child.<\/p>\n Warner said the posters used a face with a neutral expression and reduced the risk of distress by avoiding elements of violence, threat or intimidation.<\/p>\n The studio added that the design had been submitted to Transport for London\u2019s advertising partner Global and had been accepted for display on the London Underground<\/a> network.<\/p>\n It said the horror themes in the trailer were implied rather than shown explicitly and contained no \u201cjump scares, no violence or gore\u201d and no graphic imagery.<\/p>\n