Glasgow: A ‘menacing’ Disney advertisement featuring what appeared to be a severed body has been banned by the UK’s Advertising Standards Authority (ASA), which ruled that it was likely to frighten and cause distress to children.
The regulator concluded that Disney had breached advertising rules with its digital poster promoting the sci-fi film Predator: Badlands, ahead of its release in November. The advert was displayed on a roadside digital screen in Giffnock, Glasgow.
The large-format poster featured an alien-like character, humanoid in shape but with a distorted head and a muzzled mouth. In one scene, the alien was shown holding aloft a smaller human-like figure by the neck.
The lower half of the smaller figure’s body was missing, and its spine was visibly exposed. Other scenes in the 10-second advert included close-up shots of the alien’s distorted face and sharp fangs, accompanied by the caption: ‘Welcome to a world of hurt.’
Two parents complained to the ASA, arguing that the imagery was inappropriate and disturbing for young children and therefore unsuitable for outdoor display, where it could be seen by a general audience.
In response, Disney subsidiary Twentieth Century Studios, which produced the film, stated that Predator: Badlands is rated 12A and that the advertisement had been designed with that classification in mind. The company argued that the scene was brief and stylised, and that the alien character and imagery were unlikely to cause harm or offence.
The studio further maintained that the severed character was not human but a ‘synth,’ a robot, and noted that it did not resemble a human. Disney argued that the fact the figure had been cut in two further emphasised its non-human nature. The company also noted that the image of the severed body appeared for less than two seconds within the 10-second advert.
Additionally, Twentieth Century Studios said previous versions of the artwork had been ‘sense checked’ by third parties and amended following feedback. The studio added that these actions demonstrated a willingness to meet social responsibility standards.
Despite these arguments, the ASA ruled that the company had a duty to ensure its advertising was suitable for a general audience, including young children who may encounter outdoor displays.
The watchdog said that the alien, depicted after dismembering the smaller figure, ‘appeared menacing.’ It acknowledged the studio’s claim that the smaller character was a robot but stated that this was not clear from the advert itself. The ASA determined that the severed torso and exposed spine were gory and likely to be disturbing to younger children.
The regulator also found that the close-up shots of the alien’s face and the slogan ‘Welcome to a world of hurt’ would likely frighten young viewers.
As a result, the ASA concluded that the advert breached the social responsibility and harm and offence provisions of the UK advertising code. It banned the advert and ordered that it “must not appear again in its current form.” The regulator also reminded Disney to ensure that future adverts with the potential to cause distress are not visible to children.
In a statement, a Disney spokesperson remarked that, “We acknowledge the ASA’s ruling. We take our responsibilities to audiences very seriously and strive to work closely with partners to meet the required standards.”
ALSO READ | Rare planetary parade to showcase six planets in night sky
