London’s transit network has pulled a promotional campaign for the horror sequel *Smile 2* following a wave of public complaints. The posters, which featured a close-up of a character with a wide, unsettling grin, were deemed too disturbing for commuters to encounter unexpectedly on the Underground.
Transport for London (TfL) confirmed the removal late Tuesday, citing feedback from passengers who found the imagery distressingly graphic. The campaign, part of a high-visibility marketing push for the Paramount Pictures film, had been plastered across tube stations and train carriages for several days.
For many commuters, the posters were more than just a nuisance; they were a source of genuine alarm. Social media platforms saw a surge in posts from parents who reported their children were frightened by the looming, blood-stained smiles in confined station corridors.
“I’m all for horror movies, but having that shoved in my face at 7:00 a.m. while waiting for the Northern Line is a bridge too far,” one commuter told local reporters.
TfL maintains strict guidelines on advertising content, specifically regarding material that could cause “widespread offense” or “harm.” While the *Smile 2* campaign didn’t violate the letter of the law, the sheer volume of passenger feedback prompted an immediate review.
Paramount Pictures has yet to release a formal statement regarding the pulling of the ads, but the studio is known for its aggressive, experiential marketing tactics. The original 2022 *Smile* film famously utilized “smile-actors” who stood motionless in the background of live television broadcasts, a stunt that drew both praise for its creativity and criticism for its intrusiveness.
This isn’t the first time an advertising campaign has been yanked from the London Underground due to public pressure. In previous years, ads for various entertainment products have been pulled after triggering similar safety or “public distress” concerns.
The posters are currently being replaced with more neutral promotional material. For now, London’s commuters can return to their daily transit without the lingering gaze of the *Smile 2* villain.
