The direction of the magnetic field will be from south to north pole. Point A is showing North Pole because field lines are pointing from B to A. A circular loop placed in a plane perpendicular to the plane of paper, carries a current when the key is ON. The current, as seen from points A and B(in the plane of the paper and on the axis of the coil) is anticlockwise and clockwise respectively. The magnetic field lines point from B to A.