The latest promotion for Lee Cronin’s horror movie “The Mummy” is causing outrage among London’s parents and commuters, who find the image used in posters shocking and disturbing. In particular, the controversy arose from the promotion campaign conducted within the London Underground and bus stops around the city. However, the ad campaign did not go unnoticed by regulatory bodies.
The character depicted in posters is eight-year-old Katie Cannon, portrayed by Natalie Grace. She was gone for eight years before appearing as a “mummy” with grey, gaunt skin, a blank expression, and frightening realism. The image was characterized as the one resembling a “photo-realistic child corpse.”
Public Backlash and Official Scrutiny For ‘The Mummy’ Poster
The Advertising Standards Authority, the main advertiser regulator in the UK, revealed that it received complaints over the potential infringement of advertising standards, which imply that visual elements should not induce fear or distress, especially in areas where there are frequent visits of children. According to current advertising regulations, ads should not shock the audience to draw attention to the campaign.
On the other hand, Transport for London has stated that complaints regarding posters have been registered. Although all promotions must adhere to the rules of the Committee of Advertising Practice, according to some reports, the posters are scheduled to be taken down soon, as the film will be released on April 17, 2026.
National headlines followed after a viral complaint by Samira Ahmed, a journalist. In her statement, she criticized the company behind the advertisement campaign for neglecting the vulnerable category of viewers. Ahmed’s statement went viral and garnered several million hits within hours.
Other voices have expressed their concerns. For instance, Rebecca Reid, a fellow journalist, noted that the image “absolutely terrified” her child. Furthermore, social media users have openly condemned the image used in the campaign. They called the poster a “photo-realistic image of a child corpse.”
Cronin, director of the film, admitted it would be quite gory. Thus, it has a 18 rating in the UK and R in the USA. Overall, “The Mummy” follows a story of the kidnapped daughter of an American family, who comes back from Egypt under terrible conditions. According to Cronin, the film will serve as a discomfiting sensory experience.