UK regulator bans The Mummy film posters in London

The UK Advertising Standards Authority (ASA) upheld 30 public complaints that outdoor posters for Lee Cronin’s horror film *The Mummy* gave a realistic impression of a dead child. The ads, displayed on the London Underground and billboards, showed a close‑up of a mummified female figure with grey skin, cracked lips and a swollen eye. The ASA ruled the images were likely to distress young children and ordered the posters removed from untargeted public locations. Warner Bros. defended the campaign, saying it was created with “due responsibility to consumers and society” and that the figure was a “living mummy” with a neutral expression. The regulator cleared the film’s television and streaming advertisements, which were subject to post‑19:30 scheduling restrictions. The decision highlights UK advertising rules on content that may be harmful to children.