UK regulator bans 'The Mummy' outdoor posters over distress risk to children

The UK ASA banned outdoor poster ads for Lee Cronin's 'The Mummy' on 5 August 2026, upholding one of four complaints from 30 filed. The ASA ruled the poster image gave "a realistic impression of a dead child" and risked distressing young children in untargeted sites including the London Underground and a location visible from a nursery. Warner Bros. was directed to keep future frightening ads away from places children would see them. The film grossed $2.9 million in the UK market.