Magnum Ice Cream has apologised for a recent advertisement that received backlash for being insulting towards the LGBTQ+ community.
The advertisement, which appeared on the music service Spotify, focused on 'guilty pleasures'. A voice-over in the ad said 'A hug from 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 comparison of the 'guilty pleasure' of eating an ice cream and the imprisonment of LGBTQ+ people around the globe was quickly criticised and condemned on social media platforms, where the public were able to air their displeasure with the company.
Magnum initially responded by saying that they were unsure why people were displeased with the advert, saying that they 'wanted to remind people that what is considered a guilty pleasure isn't always what you would expect'.
The company has now issued an apology for the advert that says, '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 face around the world.'
Whilst it may be admirable that the company wanted to raise awareness of this issue, perhaps a better apology would be warranted. Perhaps the company should apologise for causing offence, rather that placing the blame on those who 'found' it offensive. It wasn't that people found it offensive, it was that it was offensive to begin with. For a company that claims to have championed LGBTQ+ rights they don't know how to talk to that community.
There are currently 72 countries around the world where same-sex relations are illegal and can end in imprisonment. There are 11 countries in which LGBTQ+ people can be put to death.
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