The Advertising Standards Authority (ASA) has prohibited a Disney advertisement for its upcoming film, Predator Badlands, citing that it contains disturbing content likely to frighten children. The digital poster, which depicted a large alien holding a severed human-like figure, prompted complaints from parents concerned about its suitability for young audiences.
Advert Description and Public Reaction
The controversial advertisement was unveiled on a roadside in Giffnock, Glasgow, as part of the promotional campaign for the film set to release in November. The striking imagery featured a menacing alien character, reminiscent of a human but with a warped head and pronounced features, holding aloft what appeared to be the dismembered torso of a smaller figure. This representation, combined with accompanying phrases such as “welcome to a world of hurt,” elicited significant concern from viewers.
Two parents formally lodged complaints with the ASA, describing the advertisement as “inappropriate and disturbing” for children. The authority took these concerns seriously, leading to an investigation into whether the content adhered to advertising standards.
Disney’s Defence
In its defence, Disney, through its subsidiary Twentieth Century Studios, asserted that the severed figure was a robot—termed a “synth”—and not an actual human. The company argued that the brief appearance of the dismembered figure, which lasted less than two seconds in a ten-second spot, and its robotic nature, made it less likely to cause distress. Disney further maintained that the stylised depiction of the alien and the overall design of the advertisement were appropriate given the film’s 12A rating.
The studio also noted that prior iterations of the artwork had undergone reviews by third parties, resulting in adjustments to ensure compliance with social responsibility standards.
ASA’s Ruling and Implications
Despite Disney’s rationale, the ASA concluded that the advertisement did not meet the necessary standards for a general audience, particularly regarding the potential impact on children. The authority highlighted that the imagery of the severed figure, complete with an exposed spine, could be perceived as gory and frightening to younger viewers. The ASA’s ruling emphasised that the menacing portrayal of the alien and the provocative language used in the advertisement could instil fear in children, ultimately breaching provisions of the UK advertising code related to social responsibility and harm.
Consequently, the ASA mandated that the advertisement must not be displayed again in its current form and reminded Disney of its obligation to ensure that content with potential distressing elements is not accessible to children.
Industry Response
In light of the ASA’s decision, a Disney representative acknowledged the ruling, reaffirming the company’s commitment to audience safety and responsible advertising practices. The statement indicated a willingness to engage with regulatory bodies to meet established standards.
Why it Matters
The decision to ban Disney’s Predator Badlands advertisement underscores the critical balance that advertisers must maintain between creative expression and social responsibility, particularly when targeting a diverse audience that includes vulnerable groups such as children. This incident serves as a reminder of the advertising industry’s duty to ensure that content is appropriate and considerate of its potential impact, reinforcing the need for vigilance in safeguarding young audiences from distressing imagery.
