Mummy Has Been Banned From the London Underground and Billboards After the Advertising Standards Authority Ruled It Depicted a Dead Child

The ASA received 30 complaints about the campaign, with many saying the imagery distressed both children and adults. Warner Bros defended the ad, saying it was prepared with due responsibility and showed a "living mummy" returned to her parents as a young adult after being kidnapped as a child. The regulator noted the figure's grey skin, cracked lips and vacant expression gave a realistic impression of a dead child, and one billboard was visible from a nursery.

The ASA upheld complaints about outdoor and Underground posters but rejected separate complaints about another Warner Bros horror film, They Will Kill You, ruling its imagery was highly stylised. TV and streaming ads for The Mummy were cleared with a post-19:30 scheduling restriction.