The public backlash to the posts was immediate, with people voicing their shock and concern on both Twitter and Facebook. Jen Allison wrote on Twitter : "I'm genuinely speechless at that London Dungeon 'campaign'. I've worked in ads for 10 years and that's one of the worst things I've seen." Alison Braganza echoed many when she posted beneath the venue's Facebook apology: "You're sorry??? I am glad you have taken down all those 'Dark Valentine' posts but why don't you now apologise properly and explain!" She suggested the London Dungeon social media team "needs firing and a rebrand" for the "wholly inappropriate, offensive and appalling messages". A spokesman for the venue told the Evening Standard: “We apologise that our social posts caused offence." He said the so-called ‘Dark Valentine’ campaign "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," he added. “However on this occasion we recognise that some of the topics many felt were inappropriate and therefore we apologise for any offence cause.”