An advert pumping out a chocolate scent at a busy London transport interchange has been modified after concerns were raised by passengers and Tube staff.
London St Pancras Highspeed, which owns St Pancras railway station, said the company responsible for the Magnum advert, JCDecaux, has made adjustments.
It added that it was aware of a complaint about the advert for the ice-cream brand.
The so-called “multi‑sensory” advert was installed in a tunnel between the railway station and King’s Cross St Pancras tube earlier this week.
Passengers on social media described the scent as a “weird artificial chocolate smell”, and one said it “makes me feel a bit nauseous”.
The Times reported that Transport for London workers based at the tube station complained to the railway station’s management because the smell entered their break room.
A spokesperson for Magnum Ice Cream Company said it has “received mostly positive feedback from commuters” and will “continue to optimise the campaign… based on consumer feedback”.
A spokesperson said on Thursday: “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.
“Since the campaign began on March 9, we have received mostly positive feedback from commuters onsite and will continue to optimise the campaign which is scheduled to run until March 22 based on consumer feedback.
“Our intention remains for our campaigns to be engaging and enjoyable.”
The advert, which also plays a cracking sound to replicate someone biting into chocolate-covered ice-cream, is scheduled to remain in place up to March 22.
It is not the first time advertising on Network Rail property has sparked concerns.
In October 2024, the Government-owned company was ordered by then-transport secretary Louise Haigh to stop using a 15-metre screen above the concourse at Euston railway station to display adverts.
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