The tourist attraction released a series of tweets and Facebook posts designed to convey the darker side of Valentine's Day, in keeping with the museum's raison d'être. However, the public response generated widespread negative publicity.
The posts managed to offend a broad range of social media users, including the East End Women's Museum (above) and facial disfigurement charity Changing Faces (below), as well as hundreds more Twitter and Facebook users:
London Dungeon's ensuing apology appeared on Twitter in the same style as the campaign's original posts:
We recognise that we’ve upset some people and for that we’re very sorry. pic.twitter.com/RW8d4VRC8D— The London Dungeon (@Dungeon_London) 15 February 2017
A longer, more comprehensive apology followed:
"We apologise that our social posts caused offence.
"Our ‘Dark Valentine’ campaign was a range of posts aimed to highlight the darker side of history and create debate and conversation.
"As a brand we strive to entertain our guests so they can enjoy the London Dungeon experience – both in our attraction and on social media.
"However on this occasion we recognise that some of the topics many felt were inappropriate and therefore we apologise for any offence cause."
The London Dungeon's website header includes an 'ANTI-SOCIAL MEDIA' section – it appears the attraction took that theme far too literally this Valentine's Day.