A multimedia advertising campaign promoting a 3D version of slasher film My Bloody Valentine has been banned by the Advertising Standards Authority.

The campaign – which included TV, press, radio and digital advertising – showed scenes from the film and promoted the "ultimate 3D experience", but the majority of cinema-goers would only have been able to catch a 2D version. The clips also included cinema goers wearing 3D glasses and showed special effects appearing to come out of the screen.

The advertising watchdog received five complaints that the ad campaign was misleading because in most cinemas the film was only shown in 2D.

The ASA noted that all of the ads in the campaign made no reference to the 2D version, only to My Bloody Valentine 3D, and yet at launch the standard version of the film was playing in more cinemas nationwide.

Film company Lions Gate UK said that on the opening night 90 cinemas showed the film in 3D and 103 had it in 2D. In the first six weeks 647 cinemas had it in 3D and 463 showed it in 2D, Lions Gate added.

"We considered audiences were likely to be attracted to a 3D showing of the film but that, depending on the stage of the run, there was a strong or considerable likelihood that only the 2D version would be available to them," the ASA said.

The ASA concluded that because the ad campaign did not state the "limited nature" of the availability of the 3D version, the ads were likely to mislead the public. The regulator ordered the campaign not to be broadcast again in that form.

• To contact the MediaGuardian news desk email editor@mediaguardian.co.uk or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000.

• If you are writing a comment for publication, please mark clearly "for publication".