Disney Faces Backlash for ‘Predator: Badlands’ Ad That Disturbed Young Viewers
Disney Censured by UK Advertising Authority for Controversial Ad Featuring Severed Body
The UK’s Advertising Standards Authority (ASA) has reprimanded Disney for airing a digital advertisement for Predator: Badlands that included a graphic image of a severed body. The ASA has prohibited the company from running the ad in its current format, citing concerns it may instill fear or distress in young children.
The contentious digital poster, which went live in November, showcased the character Dek, portrayed by Dimitrius Schuster-Koloamatangi, holding a severed human figure aloft. This image was accompanied by the phrase: “Welcome to a world of hurt,” and subsequently generated two complaints from the public, who deemed it "inappropriate and disturbing" for children.
In its defense, Disney argued that the body featured in the ad belonged to a "synth," a robotic entity rather than a human. The company highlighted that the image appeared for less than two seconds within a 10-second trailer, asserting that it aligned with the film’s rating and intended audience.
However, the ASA maintained that viewers were likely to interpret the smaller figure as human. The authority remarked, “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.”
In response to the ruling, a Disney spokesperson acknowledged the ASA’s findings, emphasizing the company’s commitment to audience responsibility and the importance of collaborating with partners to meet advertising standards.
