Magnum Ice Cream Advert Sparks Controversy in London Underground

A new advertising campaign for Magnum ice cream, featuring a "multi-sensory" experience that includes a strong chocolate scent, has generated significant complaints from commuters and staff at a major London Underground interchange. The advertisement was installed on March 9, 2024, in a tunnel connecting St Pancras railway station and King’s Cross St Pancras Tube station. While the campaign aims to engage passers-by with its distinctive aroma, reactions have been mixed.

The Independent

Commuters have expressed discomfort with the scent, with one passenger describing it on Reddit as "far too strong and makes me feel a bit nauseous." Another criticized the smell as resembling "a weird artificial chocolate smell like a chocolate-scented bubble bath," stating it was "not really appetising at all." Concerns have also been raised by Transport for London (TfL) employees, who reported that the pervasive smell infiltrates their break room, prompting them to voice complaints to St Pancras station management.

The Independent

A spokesperson for the Magnum Ice Cream Company defended the campaign, stating that it "recreates the multi-sensory pleasure of enjoying a Magnum through sight, sound and scent," and is intended to provide a moment of enjoyment for commuters. They noted that since the campaign's launch, they have received mostly positive feedback from those onsite and plan to optimize the campaign based on consumer responses. The advertisement is scheduled to run until March 22, 2024.

The Independent

Transport for London has acknowledged the issue, confirming that they have raised the complaints with Network Rail, the organization responsible for the area where the advertisement is located.

The Independent

This incident is not isolated; it follows previous controversies regarding advertising on Network Rail property. In October 2024, Louise Haigh, then-transport secretary, ordered Network Rail to halt the use of a 15-metre screen above the concourse at Euston railway station for advertisements. Although ads returned to parts of the screen in February 2025 for a trial period, the ongoing debate about the appropriateness of such advertising continues.

The Independent

Critics of the Magnum campaign have highlighted the potential negative impact of strong scents in public transport environments, particularly for individuals with sensitivities or allergies. The complaints from both commuters and TfL staff underscore a growing concern about the sensory experiences created by advertising in confined public spaces.

The Independent

As the campaign continues until March 22, 2024, it remains to be seen how Magnum and TfL will address the ongoing complaints and whether adjustments will be made to the advertisement based on feedback from the public and staff.

The Independent

• “The Magnum activation at King’s Cross St Pancras recreates the multi-sensory pleasure of enjoying a Magnum through sight, sound and scent, and is designed to bring a moment of enjoyment for commuters.” — Magnum Ice Cream Company Spokesperson

The Independent

• “(It’s) not really appetising at all, I don’t like it.” — Anonymous Commuter

The Independent