Magnum ad slammed for gay ‘guilty pleasure’ ad

magnum ice-cream ad backlash gay people jailed
Photo: Magnum/YouTube

Magnum has copped backlash for an ad that seemingly compares the “guilty pleasure” of eating their products to gay people being jailed.

The ad, which appeared on Spotify in the UK, features a voiceover from a man who can’t hug his partner for fear of prison time.

He tells listeners: “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.”

Supportive, socially responsible message or tacky, tone deaf comparison?

Some listeners who heard the ad shared their thoughts online.

“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,” one person tweeted.

Another wrote, “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.”

“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,” one person wrote.

“Using real world problems to advertise your fucking ice cream??”

Magnum defends the Spotify ad

A Magnum spokesperson said they “want to remind people that what is considered a guilty pleasure isn’t always what you would expect.”

The International Lesbian and Gay Association (ILGA) says seven UN member states impose the death penalty for homosexual activity.

Seventy other UN member states criminalize same-sex relations between two consenting adults, ILGA. In 26 countries of those countries, penalties vary from 10 years prison to life sentences.

Magnum ad previously draws complaints in Australia

In 2017, Magnum aired an ad in Australia showing a lesbian couple sharing an ice-cream at their wedding.

The ad rankled at least one homophobe who complained because, he said, it promoted “lesbianism during family time”.

The complainant told the Ad Standards Board: “I know this [complaint] will not be taken seriously as ramming this down our throats now happens daily.”

But the board later dismissed the complaint, saying depicting the couple didn’t breach ad rules.

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Jordan Hirst
Jordan Hirst

Jordan Hirst is an experienced journalist and content creator with a career spanning over a decade at QNews. Since 2012, the Brisbane local has covered an enormous range of topics and subjects in-depth affecting the LGBTIQA+ community, both in Australia and overseas. Today, the Brisbane-based journalist covers everything from current affairs, politics and health to sport and entertainment.

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