A complaint about a theatre poster which featured a child crying tears of blood has been thrown out by the Advertising Standards Authority.
The public watchdog received a complaint that posters and bus posters for the National Theatre of Scotland’s (NTS) production of Let the Right One In at Dundee Rep Theatre were “unsuitable for public display where they could be seen by children”.
The posters featured a large picture of the head and shoulders of a young child with vampire fangs and bloodshot eyes, with blood running from the eyes, nose and mouth.
The bus posters also featured a cropped image of the child’s head showing blood running from the eyes and nose.
A statement from the ASA said: “NTS explained that the play Let the Right One In was based on a Swedish romantic horror film, which told the story of a bullied 12-year-old boy’s friendship with a vampire child.
“They said in marketing the production the aim was to attract young people who would not typically choose to attend the theatre, schools and young people with an interest in the popular vogue for vampire narratives, as well as existing theatre-goers.
“They believed it was essential that marketing communications for the play made clear that the central character was a vampire child and the production was suitable and attractive to younger audiences.”
The NTS acknowledged the image was “bold and challenging” but said it was not inappropriate or gratuitous.
The ASA concluded the image was central to the play, and said that it considered the leaflet “unlikely to cause harm or distress to children”.
The body said no further action was necessary.