Magnum Ice Cream is apologizing for its ad that compares the “guilty pleasure” of an ice cream bar with a gay romance that can get you arrested.
We shared with you the controversy over the ice cream company’s audio ad found on the UK’s version of Spotify last week.
“A hug for my boyfriend—that’s my guilty pleasure,” says the unnamed narrator. “Because in my country, just a simple hug with the man I love could send me to prison for more than 10 years.”
Since then, even more people have taken to Twitter to share their concern and criticism of the company and the ad.
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
Just heard it too. Makes no sense at all the advert.
— Lucy S (@Lucysal) August 3, 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
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
Every ad that @Spotify runs seems to be an attempt to annoy their users into upgrading. The latest ad from @MagnumIceCream falls firmly into the category of damaging their own brand. Sexuality isnt a guilty pleasure. Great to speak out against repression. Next time with feeling.
— Brett (@almostimpressed) August 4, 2019
Now, Magnum Ice Cream has responded with the following statement of apology. A spokesman for the company recently told The Huffington Post UK:
“Magnum has a history of championing LGBTQ+ rights and Pride Month is a moment when lots of us celebrate progress. We’re sorry for any offence caused by the advert, which aimed to bring awareness to the injustices people still face around the world.”
Sources: HuffPost UK