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Disney Ad Banned for Frightening Children with Alien
11 Feb
Summary
- Advertising Standards Authority banned Disney's Predator advert.
- Alien advert featured a severed body causing distress to children.
- Disney argued the figure was a robot, not a human, but was overruled.
A "menacing" Disney advert for the film "Predator Badlands" has been banned by the UK's Advertising Standards Authority (ASA). The decision came after multiple parental complaints that the digital poster, which featured a large alien character holding a severed body, was inappropriate and likely to frighten children. The advert, seen roadside in Giffnock, Glasgow, also included close-up shots of the alien with the caption "welcome to a world of hurt."
Disney subsidiary Twentieth Century Studios argued the figure was a "synth" or robot, emphasizing its non-human nature, and that the film itself carried a 12A rating. They also noted the severed body appeared for less than two seconds in a 10-second advert and that previous versions had been reviewed. However, the ASA maintained that Disney had a duty to ensure ads were suitable for a general audience, including children.
The ASA concluded that the severed torso and exposed spine were gory and disturbing for younger viewers, and the alien's appearance combined with the caption was frightening. The advert breached the UK's advertising code for harm and offence. Consequently, the ASA banned the advert and instructed Disney to ensure future advertisements do not cause distress to children.
