Magnum are facing criticism over their latest advert campaign.
The popular ice cream brand have received backlash after a new advert, which played on music streaming service Spotify in the UK, compared the “guilty pleasure” of eating an ice cream to gay people being imprisoned in countries with anti-LGBTQ laws.
“A hug for my boyfriend. That’s my guilty pleasure. Because in my country, just a simple hug with the man I love could send me to prison for more than 10 years,” says the voiceover in the controversial advert.
A spokesperson for Magnum told The Daily Star that the advert was created to “remind people that what is considered a guilty pleasure isn’t always what you would expect”.
But it seems the advert missed the mark, as many who heard it have criticised Magnum on social media, reminding them that the two are “not the same” and calling for the advert to be removed.
“What the hell?!? There are at least 3 versions of the Magnum ice cream ad that does a bit about being gay would get me X years in prison followed by a ‘get a Magnum, pleasure should be guilty’. That’s fucked,” wrote one Twitter user.
Another questioned: “Using real world problems to advertise your fucking ice cream?”
Just heard an ad that (in short) was a guy saying "My guilty pleasure is a kiss. I like kissing men. Kissing men can send me to prison for 14 years in my country. Pleasure should never be guilty. Like Magnum ice cream" NOPE. NOT THE SAME MY DUDES.
— Jessica Wynn ????️???? ♊ (@jesswynn93) August 2, 2019
I know most of y'all probs have Spotify premium so don't hear the ads, but really unsure about the Magnum ad that's talking about homosexuality being a "guilty pleasure" in countries where homosexuality is illegal, like thanks for the awareness but also like not okay
— Kyle Flynn-Davies (@kflynndavies) August 2, 2019
An ad for #Magnum ice cream bars just popped up on my #Spotify and it is the cringiest/funniest gay baiting ad ever. A foreign accented man laments how dangerous it is to hug his boyfriend in his country, but he won't get arrested for eating a Magnum! pic.twitter.com/S6WdzW9p51
— Christa Blackmon (@TheOdalisque) August 2, 2019
What the hell?!? There are at least 3 versions of the magnum ice cream ad that does a bit about being gay would get me X years in prison followed by a get a magnum, pleasure should be guilty. That's fucked. pic.twitter.com/T0j6Hbxl4g
— Tia (@Tatty_is_ALIVE) August 4, 2019
uhh a magnum advert just came on saying about how this man could get arrested for hugging his boyfriend in his country then started advertising their ice cream ?? using real world problems to advertise your fucking ice cream ??
— # ???????????????????????? 우우 ???? (@ggx828) August 2, 2019
@MagnumIceCream your advert comparing the potential to be killed if you're gay to the guilty pleasure of eating a magnum is disgusting, racist and homophobic. Please withdraw it immediately.
— nell blane (@firegoat67) August 5, 2019