The UK's Advertising Standards Authority (ASA) has banned outdoor poster ads for "Lee Cronin's The Mummy" from the London Underground and other outdoor sites after ruling they breached its code by presenting imagery that gave "a realistic impression of a dead child." The regulator upheld one of four complaint issues investigated following 30 complaints about the Warner Bros campaign, while clearing companion TV and streaming adverts for the same film, which ran with a post-7:30pm scheduling restriction.

The posters showed a close-up of a mummified female figure with ashen skin, cracked lips and a swollen eye, wrapped in shroud-like material with hieroglyphic symbols; the ASA found this likely to distress young children, particularly as the ads appeared in untargeted locations including near a nursery. Warner Bros had argued the poster's neutral expression and lack of restraints were deliberate choices to reduce distress, and cited its policy of keeping horror titles 100 metres from schools, though this did not extend to nurseries. The ASA ordered the posters not to appear in their complained-of form and directed the studio to keep future frightening marketing away from places children would see it, while rejecting a separate complaint that the imagery trivialised child loss or global conflicts.