Ad Compares “Guilty Pleasure” of Ice Cream to Gay Imprisonment


Magnum is feeling heat after the ice cream brand released an ad comparing the “guilty pleasure” of eating a frozen treat to that of gay people expressing affection in countries with harsh anti-LGBTQ laws.

The new audio commercial, playing on music streaming service Spotify in the U.K, features a voiceover from a man who fears persecution, Daily Star reports.

“A hug for my boyfriend. That’s my guilty pleasure,” he says. “Because in my country, just a simple hug with the man I love could send me to prison for more than 10 years.” A tagline then plugs the pleasure of a Magnum bar. Yum?

“Why the fuck is Magnum running an advert about being queer in a homophobic country being fucking comparable to a chocolate ice cream?” tweeted one listener. Another called the ad “disgusting, racist and homophobic.”

A Magnum spokesperson says the company “wanted to remind people that what is considered a guilty pleasure isn’t always what you would expect.”

Magnum, which collaborated with GLAAD on a Pride Month ice cream bar, released a series of ads featuring gender nonconforming people as part of its 2015 #BeTruetoYourPleasure campaign.

Celebrity interviewer. Foodie and Broadway buff in Manhattan. Hates writing bios.

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