Two parents filed complaints to the Advertising Standards Authority (ASA), stating that the poster was inappropriate and too graphic for outdoor display, especially where children could see it.
The ASA agreed with the complaints and ruled that the advert broke advertising standards. Disney argued the severed figure was a robot, emphasizing its non-human nature, but the ASA still found the imagery likely to cause distress.
Disturbing Content in Family-Friendly Spaces
The decision highlights the challenge of marketing violent sci-fi content in public spaces. Authorities often warn that outdoor ads should consider children’s exposure, especially when the imagery is graphic or menacing.
Parents in Glasgow said the poster was too frightening for young viewers, pointing to the exposed spine and alien fangs as particularly disturbing features.
What Disney Says
Disney responded by noting that the figure was robotic and not a real human. The company claimed that the severed body effect made it clear that the imagery was fictional. Despite this, regulators maintained that the ad’s overall impact on children was unacceptable.
Conclusion:
The ASA’s ban serves as a reminder that advertising guidelines prioritize protecting children from violent imagery. Even when content is fictional, it must be suitable for all audiences where it is publicly displayed.
