London Underground and an Outdoor Billboard, Showing a Close-up of a Mummified Female Figure With One Eye Swollen Shut

The Advertising Standards Authority (ASA) upheld complaints about the posters, which appeared on the London Underground and an outdoor billboard, showing a close-up of a mummified female figure with one eye swollen shut. The ASA ruled the image gave a realistic impression of a dead child and was unsuitable for outdoor display, noting it was visible from a children's nursery despite Warner Bros' claim that ads were not placed within 100 metres of schools. The film's TV ad, which aired after 7.30pm, was cleared by Clearcast and not upheld.

Separately, the ASA dismissed complaints about posters for another Warner Bros film, 'They Will Kill You', finding the imagery highly stylised and the scheduling restriction sufficient. Warner Bros defended the posters, saying they were prepared with due responsibility and depicted a 'living mummy' returned to her parents as a young adult. Some things are meant to stay buried. Lee Cronin’s The Mummy.