Warner faces ban on 'Mummy's Curse' horror posters on London Underground

The decision was taken after the agency received complaints from passengers. According to the BBC, complainants classified the material as disturbing to both minors and adults. For ASA, the campaign should not be displayed in public places where children may come into contact with the images.

The poster features the face of a mummified woman with a realistic appearance. The figure has grayish skin, dry lips, one of the eyes swollen and closed and is wrapped in a cloth similar to a shroud.

Although the regulatory body understood that the composition refers to the image of a dead child, the campaign's defense stated that the character's expression is neutral and that there are no explicit elements of violence or threat. Responsible for distributing the film, Warner Bros. said that the company developed advertising responsibly and within the standards required by the market.

The company also highlighted that the material had been previously approved by Global, responsible for marketing advertisements on the London transport network.

The ban was also extended to billboards. Commercials on television and streaming platforms were maintained, as ratings and viewing time restrictions are sufficient to limit children's access to content.

In "Mummy's Curse", a journalist's daughter disappears during an expedition in the desert. Eight years later, she reappears alive in an ancient sarcophagus. The reunion with the family, however, reveals that the young woman returned carrying a curse capable of turning the celebration into a nightmare.