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Magnum slammed for ad comparing ice cream to jailing gay people

Emma Powys Maurice August 13, 2019

Magnum launched a special rainbow-coloured ice cream celebrating LGBT Pride Month (Magnum US)

Magnum has provoked widespread criticism for a new advertisement that compares the “guilty pleasure” of an ice cream to jailing gay people.

The ad aired on the music streaming service Spotify and featured a voiceover of a man who can’t hug his partner for fear of being imprisoned.

Speaking in accented English, he says: “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.”

The ad stirred anger and confusion in listeners who felt the comparison was inappropriate.

A Magnum spokesman defended the ad, saying that they “wanted to remind people that what is considered a guilty pleasure isn’t always what you would expect”.

Criminalisation of homosexuality

Same-sex sexual activity in some form remains illegal in nearly 70 nations across the world. In 11 of those countries, it is punishable by death.

The death penalty for homosexuality was most recently introduced by the country of Brunei, which declared it would be implementing a law that would punish gay sex with stoning earlier this year.

But following an international outcry, the Sultan of Brunei was forced to backtrack on this law.

More: ice cream, Magnum, Spotify

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