Celebrities often fall into three categories when responding to injustice: those who use their platforms to speak out, those who remain silent, and those who continue to benefit from situations involving suffering. Gwyneth Paltrow faced criticism this week after promoting an Israeli real estate project, with many online users accusing her of profiting from a situation they view as deeply troubling.

The campaign sparked backlash, with critics questioning her decision to participate despite the ongoing humanitarian crisis. Several public figures also voiced their disappointment, including Mahira Khan, who described the move as “sick,” and Fatima Bhutto, who commented on the commercialisation of suffering. Beauty entrepreneur Huda Kattan also criticised the campaign, saying Paltrow was aware of the circumstances surrounding it. She called the video “disgusting”.

The controversy has reignited wider discussions about celebrity responsibility, activism, and the ethical choices influential figures make when working with brands and organisations linked to global conflicts.