Disney has found itself in hot water in the UK after an ad for Predator: Badlands raised alarms over its graphic imagery. The UK’s Advertising Standards Authority has officially censured the studio and banned the digital ad from running in its current form, ruling that it could “cause fear or distress for young children.”
The controversy centers on a digital video poster that dropped in November. The spot featured Dimitrius Schuster-Koloamatangi as Dek, holding up the severed synthetic body of Elle Fanning’s character Thia. The image flashed on screen briefly before transitioning to other shots of the Predator, capped with the ominous tagline: “Welcome to a world of hurt.”
While we did think much of it here in the states because of its c-3PO Star Wars vibes, the imagery didn’t sit well with everyone. The ASA received two complaints from members of the public who argued the footage was “inappropriate and disturbing” for children.
Disney pushed back in its response to the regulator, insisting the ad had been created with care. The studio explained that the severed figure wasn’t human at all, but a synthetic robot, or “synth,” and that the shot appeared for less than two seconds within a 10-second trailer. The company also maintained that the content aligned with the tone and rating of the film itself.
The ASA wasn’t convinced. In its ruling, the authority stated: “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.”
That interpretation ultimately led to the ban on the current version of the ad.
A Disney spokesperson responded to the decision, saying: “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.”
The Predator franchise has always leaned into savage, sci-fi carnage. That’s part of what makes it fun for horror and action fans. But this bit of marketing certainly caused a bit of an uproar from parents who didn’t sign up for a surprise dose of synth robot dismemberment.
Source: Deadline
