Gwyneth Paltrow has found herself at the centre of a fierce online storm following her appearance in an advertisement for 51 Park, an upmarket residential development in the Israeli coastal city of Herzliya.
The 53-year-old Academy Award winner, known for her roles in Shakespeare in Love and for founding the wellness brand Goop, has been subjected to a torrent of criticism from pro-Palestinian campaigners since the commercial began airing.
Activists have branded the actress with epithets such as "Genocide Queen" across her social media platforms.
Many accused her of endorsing what they characterise as Israeli atrocities, with some commenters suggesting she had become "consciously uncoupled from morality".
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The advertisement depicts Ms Paltrow waking in a luxurious New York high-rise, joking that "even my coffee needs a coffee", before embarking on a morning jog through Central Park.
The commercial concludes with her requesting her driver take her to "51 Park", revealing the destination as Herzliya rather than Manhattan.
The Instagram account Saint Hoax, which boasts 3.4 million followers, dubbed the actress "Gwynicide Paltrow" and described the campaign as the "goopification of settler colonialism".
Anti-Zionist Jewish influencer Raven Schwam-Curtis posted on TikTok: "Do y'all really not see how all this behavior is morally and intellectually inconsistent with the fundamental values we are supposed to share as a Jewish people?"
51 PARK
Several critics highlighted that Herzliya takes its name from Theodor Herzl, the founder of modern Zionism.
Ms Paltrow's connection to Israel runs deep through her family heritage.
Her late father, the director and producer Bruce Paltrow, was Jewish and descended from a rabbinical dynasty, whilst her current husband is also Jewish.
Her brother, Jake Paltrow, directed the 2022 Hebrew-language film June Zero, which chronicled the capture and trial of Nazi war criminal Adolf Eichmann and was filmed entirely in Israel.
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Gwyneth Paltrow stars in new campaign for Israel luxury housing development ‘51PARK’ in Herzliya. pic.twitter.com/otQlxBEMwk
— Pop Base (@PopBase) June 10, 2026
Following the Hamas-led attack on Israel on October 7, 2023, the actress repeatedly voiced support for hostages held in Gaza.
In 2024, she participated in a Hanukkah video campaign alongside Israeli actress and activist Noa Tishby, who served as an official spokesperson for Israel in the United States.
Her mother-in-law previously served as national president of Hadassah, the Zionist women's organisation, from 2007 to 2011.
Not all reactions proved hostile, however, with numerous supporters praising the actress for standing with Israel and "being on the right side of history".
Ms Bertha Merikanskas, a senior publicist at Newsroom PR in Los Angeles who has resided in Israel, told the Jewish Telegraphic Agency: "Gwyneth is one of the few A-list celebrities who has been outspoken about her support for Israel since October 7 and has embraced her Jewish roots publicly."
She added: "It's refreshing to see A-listers who refuse to bow to pressure."
Ms Paltrow joins a roster of Hollywood figures who have lent their names to Israeli advertising campaigns in recent years.
Morgan Freeman has appeared in commercials for Tadiran, while Snoop Dogg promoted SodaStream, and David Schwimmer featured in advertisements for Meitav.
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Mr Paltrow's latest perceived Israel-supporting move comes just days after comedian Jerry Seinfeld sparked controversy after laughing off a request to support Palestine outside Madison Square Garden, responding: "It doesn't exist."
The viral exchange reignited debate over the entertainer's outspoken backing of Israel and drew both fierce criticism and support online.
Like Ms Paltrow, Mr Seinfeld has repeatedly voiced support for Israel since the Hamas attacks of October 2023, making him a frequent target of pro-Palestinian activists.