Scary Queen Mary advert banned

LONDON Wed Jul 14, 2010 1:14pm EDT

Related News

Related Topics

LONDON (Reuters) - An advert featuring a moving image of Tudor Queen Mary I turning into a flesh-eating zombie has been banned after complaints that it scared children.

The digital image of 'Bloody Mary', the Roman Catholic daughter of King Henry VIII, who burned over 300 heretics at the stake during her reign, appeared on the side of subway escalators to promote a London Dungeon exhibition.

It shows Mary passively seated and then turning to face the viewer, with wide eyes and a silent scream. Her face changes ghoulishly; gashes appear, her teeth rot and her eyes turn red. She then resumes her original passive position as her face returned to normal.

The Advertising Standards Authority (ASA) received four complaints that the ad was inappropriate as the sudden change of expression was likely to frighten children.

The watchdog agreed, ruling that the poster should not be used again in its current form as it had "terrified" children and breached fear and distress guidelines.

Defending the ad, Merlin Entertainments said: "The object of the advertising was to show the dark side of her personality and portray her as a villain."

(Reporting by Rianna Walcott; Editing by Steve Addison)

We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see
Comments (10)
I’m glad they banned such a vicious and scary advert.

Jul 15, 2010 1:03pm EDT  --  Report as abuse
tungaroa wrote:
Grow up England! Children have been scared since time immemorial – has it scarred them for life? Political correctness and big brother intervention at it’s worst…

Jul 15, 2010 9:16pm EDT  --  Report as abuse
Gwen110 wrote:
I was curious, is she the one who “gave her mother 40 whacks?”

Jul 16, 2010 4:41pm EDT  --  Report as abuse
This discussion is now closed. We welcome comments on our articles for a limited period after their publication.