A Disney advert featuring what regulators described as a “menacing” and disturbing image has been banned after complaints that it could frighten young children.
The Advertising Standards Authority (ASA) ruled against an advert promoting the film Predator Badlands, saying it breached UK advertising rules by showing violent imagery unsuitable for a general audience.
Parents raised concerns about a digital poster that appeared roadside in Giffnock, Glasgow. The advert showed a large alien figure holding up a smaller body that appeared to have been severed in half, with its spine exposed. They said the image was inappropriate and disturbing for children who could easily see it outdoors.
Disney argued that the body shown was not human but a robot, known in the film as a “synth”, and that being cut in two highlighted its non-human nature. The company also said the scene was brief, appearing for less than two seconds in a 10-second advert, and that the film itself carries a 12A rating.
The advert included close-up shots of the alien’s distorted face and sharp fangs, alongside the caption “welcome to a world of hurt”. Disney’s subsidiary, Twentieth Century Studios, said the imagery had been stylised and reviewed by third parties before release, showing what it described as a willingness to meet social responsibility standards.
The ASA rejected those arguments, saying advertisers have a duty to ensure outdoor adverts are suitable for everyone, including young children. While acknowledging that the smaller figure was intended to be a robot, the regulator said this was not clear from the advert itself.
The watchdog said the exposed spine and severed torso would likely be seen as gory and unsettling by younger viewers. It also found that the alien’s appearance and threatening caption added to the overall sense of menace.
The advert was found to have breached rules on social responsibility and harm and offence. The ASA ordered that it must not appear again in its current form and reminded Disney to ensure future adverts that could cause distress are not visible to children.
A Disney spokesperson said the company acknowledged the ruling and takes its responsibilities to audiences seriously, adding that it works closely with partners to meet required standards.
