Horror film 'The Mummy' poster banned in UK for disturbing children

Advertising posters for the new horror film "The Mummy" have been banned from public display in the United Kingdom. The UK's Advertising Standards Authority (ASA) determined that the promotional material was too disturbing for children, leading to its removal from public spaces.

The ban comes just four months after the film's theatrical release on April 17. "The Mummy" received mixed reviews, holding a 45% rating on Rotten Tomatoes. The ASA received numerous complaints about the poster, prompting their investigation and subsequent decision to prohibit its use in public advertising.

In its ruling, the ASA stated, "We considered that the image was likely to cause distress to young children and was not suitable for display in places where they were likely to see it. We therefore concluded that the ads were unsuitable for outdoor advertising and breached the rules." The poster in question features a close-up of a girl with a mummified appearance, one swollen, closed eye, and the tagline: "Some things are best left buried." The ASA noted that while posters were not placed within 100 meters of schools, one billboard was visible from a kindergarten.

Representatives from Warner Bros. defended the poster, asserting it was not designed to frighten or distress audiences and was created with "responsibility to consumers and society." They clarified that the girl depicted was not dead but a "living mummy" returned to her parents as a teenager years after being abducted as a child. Director Lee Cronin commented on the ban, suggesting that people encounter far more shocking things in the real world daily than a horror film poster.

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Uvek samo napravim korak unazad i pomislim: 'Svakodnevno se suočavamo sa mnogo šokantnijim stvarima i prizorima u stvarnom svetu, a kamoli sa posterom jednog horor filma.'