Commuters split over chocolate-scented advertising

An advert pumping out a chocolate smell at a busy London Underground interchange has sparked concerns from passengers and Tube staff.

The so-called "multi sensory" advert for ice-cream brand Magnum was installed in a tunnel between St Pancras railway station and King's Cross St Pancras Tube station on Monday.

Transport for London (TfL) workers based at the Tube station have complained to the management of St Pancras station because the smell enters their break room.

One commuter told BBC London that he liked the idea but it did not work so well in practice.

He said: "I work in advertising and marketing, and I really admire the idea but I'm not sure they accounted for some of the other odours that might be in this enclosed tunnel.

"The combination of the smell of urine and the chocolate isn't doing it for me."

Others said that they liked it and they thought it was a good idea.

The advert also plays a cracking sound to replicate someone biting into chocolate-covered ice-cream.

One commuter said: "It sounded more like something tumbling out of a vending machine to me".

A spokesperson for Magnum Ice Cream Company 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 9 March, we have received mostly positive feedback from commuters onsite and will continue to optimise the campaign which is scheduled to run until 22 March based on consumer feedback.

"Our intention remains for our campaigns to be engaging and enjoyable."

A TfL spokesperson said they were aware of the issue and had 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.

Network Rail has been approached for a comment.

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