An audio-visual DOOH advertisement from Disney+ was removed for having alarming scenes and sounds of violence.
The ad depicts scenes from a range of thriller and horror films available to watch on Disney+, with the tagline Hallowstream - including both family orientated films (Haunted Mansion and Hocus Pocus) and adult-orientated horror films rated MA+ (The Boogeyman, Ready or Not, Jennifer’s Body, and Barbarian).
The Advertisement contains the central in-text "This Halloween, you won’t stop… streaming" and showed various characters screaming or being frightened.
Disney's advertising agency is Publicis.
The complaint submitted to Ad Standards raised concern that the ad's violence is inappropriate for its location.
"Walking through the Perth train station, my children were subject to viewing an advert for a horror movie/television series on the large screen. My youngest who is three became frightened to the point of tears just from the imagery depicted in the advertisement," the complaint said.
"May I please request we make the train and public transport accessible to all by removing alarming content from large screens? At least during day time hours. Thanks."
Via Ad Standards.
Disney refutes the complaint with both JCDeaux and the advertiser believing the ad does not portray any form of violence or gruesome elements such as blood or gore.
"Disney submits that the Advertisement has an overall sense of parody, and to a general audience, should not reasonably cause alarm or distress," the advertiser said.
The Ad Standards Panel found that many of the scenes in the advertisement were not alarming and did not contain a high level of menace.
However, the ad does include some violent scenes - including the two scenes of people being grabbed and dragged, the scenes of people brandishing weapons, and the montage of screams towards the end of the advertisement - which are not justifiable in the context of a train station where the audience includes children.
"The panel considered that the audio of multiple people screaming could cause alarm in a public place, and would attract the attention of people to the advertisement," the panel said.
"The advertised product is a streaming service with many movies and television shows to advertise, and the inclusion of the violent and distressing scenes was not justified in promoting this product to this audience."
As a result, the ad breached AANA Code of Ethics 2.3 violence and Disney had no plan to re-use the ad.
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