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Disney ad pulled after parents flag disturbing content
The UK's Advertising Standards Authority (ASA) has banned a Disney roadside poster for the upcoming Predator Badlands film, ruling it could scare young children.
What the ad showed
The digital billboard, displayed in Giffnock, Glasgow, featured a towering alien creature clutching the severed upper body of a smaller figure by the neck. The lower half of the figure was missing, exposing its spine. Close-up shots of the alien's distorted face and sharp fangs were accompanied by the tagline "welcome to a world of hurt."
Parents raise concerns
Two parents complained to the ASA, calling the imagery "inappropriate and disturbing" for young children. They argued the outdoor placement made it unavoidable for minors.
Disney's defense
Twentieth Century Studios, the Disney subsidiary behind the film, countered that the severed figure was a robot ("synth") and not human. The studio noted the 12A-rated film's ad was designed with that audience in mind, and the severed body appeared for less than two seconds in a 10-second loop.
Disney also said earlier versions of the artwork had been reviewed by third parties and adjusted based on feedback, demonstrating its commitment to social responsibility.
ASA ruling
The regulator disagreed, stating the ad failed to make clear the severed figure was non-human. "The smaller figure's exposed spine and gory appearance would be disturbing to younger children," the ASA said. It added that the alien's menacing posture and the tagline would further frighten minors.
The watchdog concluded the ad breached UK advertising codes on harm and social responsibility, banning it from appearing again in its current form.
Disney's response
"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."
Disney spokesperson
Broader implications
The ASA reminded Disney to ensure future ads with distressing potential are not visible to children. The film Predator Badlands is set for release in November.
