A new "multi-sensory" advertisement for Magnum ice cream, which emits a strong chocolate scent, has sparked complaints from commuters and staff at a major London Underground interchange.
The advert, installed on Monday in a tunnel connecting St Pancras railway station and King’s Cross St Pancras Tube station, aims to engage passers-by with its distinctive aroma.
However, the initiative has not been universally welcomed.
One passenger took to Reddit to describe the scent as "far too strong and makes me feel a bit nauseous".
Another commuter criticised it as a "weird artificial chocolate smell like a chocolate-scented bubble bath", adding: "(It’s) not really appetising at all, I don’t like it."
Transport for London (TfL) employees based at the station have also voiced concerns, telling The Times that the pervasive smell infiltrates their break room, prompting them to complain to St Pancras station management.
Beyond the scent, the advert also incorporates a cracking sound, designed to mimic the experience of biting into a chocolate-covered ice cream.
A spokesperson for the Magnum Ice Cream Company defended the campaign, saying: "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."
They added: "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."
A TfL spokesman confirmed the transport authority is aware of the issue and has raised it with Network Rail, which is responsible for the specific area where the advert is located.
This is not the first instance of advertising on Network Rail property drawing criticism.
In October 2024, Louise Haigh, then-transport secretary, ordered the government-owned company to cease using a 15-metre screen above the concourse at Euston railway station for displaying advertisements.
Adverts returned to parts of the screen in February for a two-week trial.
Network Rail has been approached for comment.
