"Why Use Such Imagery for Children's Snacks?"...Chinese Ad Deleted Amid Criticism of 'Adult Product' Overtones

Advertisement for the new product launched in China by the global premium ice cream brand Magnum. Magnum China account

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The global ice cream brand Magnum has deleted its new product advertisement launched in China after it sparked controversy over its sexual suggestiveness.

The controversial advertisement was created to promote the new 'Two-Tone Ice Cream,' with a concept inspired by the color contrast of ballet shoes. The ad repeatedly featured product images of pistachio and chocolate combinations, ballet shoes in mixed light green and brown, and scenes emphasizing a woman's feet.

However, local consumer reactions were cold immediately after its release. Some netizens strongly objected, saying, "The combination of food and foot imagery is unpleasant," "It evokes a foot fetish," and "It looks like an advertisement for adult products."

Particular criticism was directed at the use of words like "pleasure" and "ecstasy" in the ad copy, which some argued could be interpreted with sexual overtones. The close-up shots of feet and scenes of women sharing ice cream were also criticized for encouraging excessive imagination.

On the other hand, some defended the ad, arguing that it was simply an aesthetic expression inspired by ballet. Counterpoints included, "Isn't it excessive to interpret body-related expressions as overly sexual?" and "The artistic concept is being unfairly criticized." Nevertheless, negative public opinion remained dominant despite these opposing views.

As the controversy grew, previous photos posted on Magnum's official China account were also brought back into the spotlight. An advertisement released last year for Children's Day showed a woman in revealing clothing feeding ice cream to a man, which also faced criticism for being "inappropriately staged."

A post revealed by Magnum's official China account in May of last year. A woman wearing a silk slip dress sits on the bed with a man, feeding him ice cream. Magnum China account

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As the controversy spread, Magnum ultimately deleted all related advertisements. The local customer service center in China stated, "We take consumer feedback seriously," and added, "We will strengthen our content review and management systems going forward."

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