RELIGIOUS representatives have hit out at a decision to ban an advert featuring the Lord's Prayer which was due to run in cinemas across the country.

Bournemouth town centre rector Rev Dr Ian Terry and Rabbi Maurice Michaels, of the Bournemouth Reform Synagogue, have criticised Digital Cinema Media (DCM) for banning the 60-second film showing people from all walks of life.

It featured a line from the Lord's Prayer, ending on the tagline 'Prayer is for everyone' and encouraged people to use the hashtag #justpray.

Church leaders hoped it would be screened before the new Star Wars film, after receiving clearance from the Cinema Advertising Authority.

The British Board of Film Classification gave it a U certification.

However, DCM – which manages pre-film advertising in cinemas including Odeon, Cineworld and Vue – said the advert could offend.

The body has a strict policy of not accepting political or religious advertising content in its cinemas. It said in a statement that "some advertisements - unintentionally or otherwise - could cause offence to those of differing political persuasions, as well as to those of differing faiths and indeed of no faith," and that "in this regard, DCM treats all political or religious beliefs equally".

Leaders of the Church of England said the move would have a chilling effect on free speech, describing it as "plain silly".

Rev Terry said he echoed the words of the Archbishop of Canterbury in that he was "bewildered" with the decision.

"The Lord's Prayer is universally distinctive of Christianity around the world," he said. "It's the prayer most characteristic of the Christian faith; it wasn't 'in your face' so to speak and it shouldn't be.

"Freedom of speech is a very important thing in society. We're a bit bewildered that something so generally well-regarded is being disregarded by the company. I have excellent relationships with my friends from other faiths - we're all respectful together because we want to be inclusive."

Rabbi Michaels called it "aggressive secularism" adding: "They seem to have forgotten that we live in a Christian country. I find that really unacceptable.

"For me, what is happening is, I think they are hiding behind this 'one faith, one religion'. I get very worried about it. The vast majority of people in this country are people of faith. It isn't one particular faith group; this is against all faiths."

David Warden, chair of Dorset Humanists, said: "The advert is fairly inoffensive but this kind of advertising could open the floodgates to intrusive and unwelcome religious and political advertising.

"It's not about limiting free speech or about people being offended but about being sensitive to place and context and not forcing religious messages on a captive audience."