UK Regulator Bans Disney Poster Over ‘Disturbing’ Imagery
The UK’s advertising watchdog has prohibited a Disney promotional poster for the upcoming sci-fi film Predator: Badlands, ruling that its imagery was likely to alarm children.
The Advertising Standards Authority (ASA) said the digital roadside advert breached advertising rules after receiving complaints from two parents who described the content as unsettling and inappropriate for young audiences.
The poster, displayed in Giffnock, Glasgow, showed a towering alien figure holding what appeared to be the severed upper half of a smaller human-like body. The lower half of the figure was missing, with what looked like an exposed spine visible. Other visuals included close-up shots of the creature’s face and fangs, alongside the tagline: “Welcome to a world of hurt.”
Disney subsidiary Twentieth Century Studios, which produced the film, defended the advert. The company noted that Predator: Badlands carries a 12A rating and said the promotional material had been created with that classification in mind. It argued that the dismembered figure was not human but a synthetic robot, or “synth,” and that its separation into two parts highlighted its non-human characteristics.
The studio also stated that the contentious image appeared for less than two seconds within a 10-second sequence. It added that earlier versions of the artwork had undergone review by external parties and were adjusted accordingly, demonstrating what it described as a commitment to responsible advertising standards.
However, the ASA concluded that the imagery would not be clearly understood as non-human by general audiences, particularly children. The regulator described the alien character as intimidating and said the depiction of a severed torso with an exposed spine was graphic enough to cause distress to younger viewers.
It further determined that the close-up facial shots and threatening slogan could frighten children who might encounter the advert in a public setting.
The watchdog ruled that the campaign violated rules related to social responsibility and harm and offence under the UK advertising code. As a result, the advert has been banned in its current form, and Disney has been instructed to ensure that future promotions likely to cause distress are not displayed where children can see them.
In response, a Disney spokesperson said the company respects the ruling and takes its obligations to audiences seriously, adding that it aims to work closely with partners to meet required standards.
