A second advisement featured several different images of the two, with a number relating to the use of guns

Seventeen complainants objected that the ads were likely to provoke violence or anti-social behaviour. Of these, seven said the posters were unsuitable for children.

Universal defended the posters by stating the second poster reflected the comic book roots of the film, and both featured the films title and the lead actors’ name

 The movie studio added the first had not appeared near schools and the second had run only in the London Underground, an environment which had a low proportion of children.

The ASA noted that the main text used in one of the posters - “Six weeks ago I was just like you…and then I met her….and my world has changed forever” – suggested McAvoy’s character’s life had changed for the better since becoming an assassin. .

The watchdog, while acknowledging most would understand the posters reflected the content of an action film, said because the ads featured a glamorous actress, action poses, “aspirational” text and several images of or related to guns, both ads could be seen to condone violence by “glorifying or glamorising the use of guns”.

The ASA also concluded that the ads were unsuitable for children and could be seen despite the restrictions as they had been displayed in public places.

A third complaint, that the ads were offensive at time of increasing concern about gun crime, was dismissed as the ASA believed the public would understand the posters reflected the content of the film.