A digital poster promoting Predator: Badlands has been ordered to be removed after the UK's Advertising Standards Authority upheld complaints that it was likely to frighten and distress children.
The UK watchdog said the advert showed an alien character holding a smaller figure that appeared to have been severed in two, with an exposed spine. It also featured the phrase "Welcome to a world of hurt", alongside other imagery that the ASA said could be disturbing for young children.
The ruling followed two complaints that the poster was "inappropriate and disturbing" for young children and unsuitable for public placement. The ASA noted that because the advert was displayed in public, it was likely to be seen by people of all ages.
The Walt Disney Company, which distributes and markets Predator: Badlands through 20th Century Studios, said the smaller figure was a "synth" robot rather than a human, and argued the brief, stylised scene was designed for a 12A audience, in line with the film’s UK certification.
However, the ASA said it was not clear from the advert that the figure was not human, and found the depiction was "gory" and likely to be disturbing to younger children. It ruled the advert breached the advertising code and said it must not appear again in its current form.
The movie was rated 15A by the Irish Film Classification Office (IFCO).
A Disney spokesperson said: "We acknowledge the ASA’s ruling. We take our responsibilities to audiences seriously and strive to work closely with partners to meet required standards."
Predator: Badlands, which was released in UK and Irish cinemas last year and stars Dimitrius Schuster-Koloamatangi and Elle Fanning, is the latest in the sci-fi film series, which began with the movie of the same name in 1987, starring Arnold Schwarzenegger.
