A multi-sensory advert for Magnum ice cream, which releases a chocolate scent at a busy London Underground interchange, has prompted complaints from passengers and staff. The installation, located in a tunnel between St Pancras railway station and King's Cross St Pancras Tube station, began on Monday.
Passengers have taken to social media to express discomfort. One Reddit user described the smell as 'far too strong' and 'nauseous', while another likened it to a 'weird artificial chocolate smell like a chocolate-scented bubble bath', adding it was 'not really appetising at all'. The advert also plays a cracking sound to simulate biting into a chocolate-covered ice cream.
Transport for London (TfL) workers at the Tube station have complained to St Pancras management, stating the scent enters their break room. A Magnum spokesperson said the campaign is designed to 'bring a moment of enjoyment' and noted mostly positive feedback, with plans to optimise it until March 22.
A TfL spokesman confirmed the issue has been raised with Network Rail, which manages the area. This follows a similar incident in October 2024, when Network Rail was ordered to stop using a large advertising screen at Euston station. Network Rail was approached for comment.
