Disney has been censured by the UK’s Advertising Standards Authority (ASA) for running a digital Predator: Badlands ad featuring a severed body.
The Mouse House has been banned from running the ad in its current form after the ASA ruled that it was likely to “cause fear or distress for young children.”
The digital video poster went live in November, featuring Dimitrius Schuster-Koloamatangi’s character Dek holding aloft a smaller, human figure, which had been severed in two.
The still was followed by other shots of the Predator character alongside the words: “Welcome to a world of hurt.” The ASA said it received two complaints about the ad from people who were concerned it was “inappropriate and disturbing” for children.
‘Predator: Badlands’ ad (credit: Advertising Standards Authority)
In correspondence with the UK advertising regulator, Disney defended the digital poster, arguing that it had prepared the ad with a “sense of responsibility.”
The company said the severed body was that of a “synth,” or robot, and was not human. Disney added that the image appeared for less than two seconds within a 10-second trailer, and was commensurate with a film of its rating and nature.
The ASA said: “Whilst we acknowledged Twentieth Century Studio’s comment that the smaller figure was not actually a human, but rather a ‘synth’ robot, we considered that was not clear from the ad, and that the figure was likely to be interpreted as a human.
“We further considered that the realistic depiction of the smaller figure’s severed torso and exposed spine was gory and likely to be disturbing to younger children.”
A Disney spokesperson said: “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.”