Magnum ad pumping out chocolate scent at busy London station changed after complaints

An advert exuding the scent of chocolate at a busy London transport junction has been changed after concerns were raised by passengers and tube staff.

London St Pancras Highspeed, which owns St Pancras railway station, said JCDecaux, the company responsible for the Magnum advert, had made arrangements.

He added that he was aware of a complaint regarding advertising of the ice cream brand.

The so-called “multi-sensory” advert was installed in a tunnel between the train station and King’s Cross St Pancras tube earlier this week.

Passengers on social media described the smell as “a strange artificial chocolate smell”, while one passenger said “it makes me a little nauseous”.

The Times reported that Transport for London employees at the tube station complained to train station management because the smell was permeating the rest rooms.

A spokesperson for Magnum Ice Cream Company said it has “received mostly positive feedback from commuters” and will “continue to optimize 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 smell and is designed to give commuters an enjoyable moment.

“Since the campaign launched on March 9, we have received mostly positive feedback from commuters and will continue to optimize the campaign based on consumer feedback, which is scheduled to run until March 22.

“We aim to make our campaigns interesting and enjoyable.”

The ad, which also makes a cracking sound to imitate someone biting into chocolate-covered ice cream, is scheduled to remain in effect until March 22.

It is not the first time advertising on Network Rail property has raised concerns.

In October 2024, then transport minister Louise Haigh ordered the State-owned company to stop using the 15-metre screen above the concourse at Euston railway station to display advertising.