A NAUSEATING advert for Magnum ice cream at a major train station has drawn complaints from passengers and staff.
The controversial installation pumps out a sickly chocolate smell to passers-by, accompanied by the cracking sound of someone biting into a Magnum.
The smelly advert appeared in a tunnel between St Pancras railway station and Kings Cross tube station in London on Monday.
But commuters have not exactly been thrilled by the overwhelming marketing campaign for the brand’s chocolate and cherry ice cream bites.
One disturbed passenger took to Reddit to complain the scent was “far too strong and makes me feel a bit nauseous”.
Another described it as a “weird artificial chocolate smell like a chocolate-scented bubble bath”.
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They added the confectionary-inspired scent was “not really appetising at all”.
Transport for London (TfL) workers at Kings Cross told the Times the smell was so bad it had permeated their break room.
They have reportedly complained to management of the sickly stench.
The advert also plays a cracking sound to replicate someone biting into a chocolate-covered Magnum ice cream.
A spokesperson for Magnum said: “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.”
A TfL spokesman said the transport authority is aware of the issue and has raised it with Network Rail, which is responsible for the area where the advert is located.
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.
The Sun has approached Network Rail for comment.
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