The Mummy film ad banned from London Underground

The ASA ruled the movie poster for Lee Cronin's film The Mummy was not appropriate for display on the London Underground or outdoor billboards after 30 complaints. The posters showed a close-up of a female figure with a mummified appearance, sunken features, and a swollen eye, accompanied by the tagline: "Some things are meant to stay buried." The Advertising Standards Authority (ASA) found the figure's grey, ashen skin, cracked lips, and vacant expression gave a realistic impression of a dead child, likely distressing young children. Warner Bros defended the campaign, stating it was prepared responsibly and avoided violence or fear. The ASA banned the posters from areas where children might see them, concluding they were unsuitable for display where they could be viewed by young children. The ban did not apply to TV ads, which were pre-approved by Clearcast under post-19:30 restrictions.