A foolish and hopeless naive move in the first place by Asda. Shouldn't a new product like this have to be run by their PR dept first? Halloween itself is not a subject without a degree of controversy in some quarters in any event.
I will say, however, that most folk are guilty of not applying the same rules of etiquette to mental and physical illness. It is still the norm for many of us to refer to someone as "mad" or "insane" if they're a bit leftfield, zany or peculiar, for example, in a way which I (for one) wouldn't dream about doing the same with someone by drawing comparisons with a physical condition.
It's (obviously) not a criticism, more an observation.