European football's governing body blocked relatives of Rom Braslavski from bringing placards demanding his freedom into Thursday evening's Conference League qualifier between Beitar Jerusalem and Riga in Romania.
The Israeli citizen has remained in Hamas captivity for nearly two years following his abduction during the 7 October 2023 terror attacks.
His family attempted to display photographs alongside messages reading "I want my brother", "Bring back Rom" and "The voice of my brother's blood is calling to me from the tunnels - Bring Rom and the rest of our hostages home".
Banners demanding an Israeli hostage be returned were allegedly confiscated by UEFA
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The match took place at Petrolul Ploiesti's Ilie Oana Stadium due to the ongoing conflict forcing Beitar to relocate their home fixture.
The controversy emerged merely 24 hours after UEFA unveiled a large pitch-side display before Wednesday's Super Cup fixture between Tottenham Hotspur and Paris Saint-Germain in Udine, Italy.
The governing body's banner bore the message "Stop killing children. Stop killing civilians", drawing immediate criticism from Jewish advocacy organisations.
The timing proved particularly contentious given Tottenham's historical association with London's Jewish community.
UEFA faced additional censure from Amnesty International for omitting any specific reference to Israel on their display, with the human rights organisation branding the decision an act of "cowardice".
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The juxtaposition of permitting their own political messaging whilst prohibiting the hostage family's plea has intensified scrutiny of UEFA's policies.
Amir Braslavski, who attended the Bucharest match, expressed fierce criticism of the football authorities' actions.
"Yesterday, UEFA displayed a huge banner calling to stop killing children and civilians, but today they prevent us from holding signs calling for Rom to come home. This is not just hypocrisy, it's antisemitism," he stated.
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UEFA displayed banners saying 'Stop killing children' and 'Stop killing civilians' before the Super Cup final
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He argued that the organisation deliberately suppresses messages concerning Jewish victims whilst amplifying other political statements.
"When it comes to a living, kidnapped Jew, they prefer to silence the message and look away," Amir added.
The brother has called upon UEFA to overturn what he termed a "shameful decision" and permit the family to display Rom's image and their appeals until his safe return.
The Campaign Against Antisemitism launched a scathing attack on UEFA's conduct, with a spokesperson declaring: "To European football, Jewish lives don't matter."
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After unfurling a banner which read, “Stop killing children” at a Spurs match, @UEFA then reportedly banned Beitar Jerusalem fans from waving signs calling for the return of hostage Rom Braslavski.
— Campaign Against Antisemitism (@antisemitism) August 15, 2025
Rom has been held in captivity by terrorists for nearly two years in conditions… https://t.co/xbMv0gQhHU
The organisation highlighted UEFA's silence regarding Jewish hostages held in "barbaric captivity" for almost two years, contrasting this with the governing body's sudden political intervention.
"After two years with no acknowledgement of the Jewish children murdered, maimed and traumatised by this war, the message is clear indeed," the CAA spokesperson said.
They characterised UEFA's banner as perpetuating centuries-old antisemitic tropes, stating: "For centuries, Europe has traded in the blood libel that Jews kill children, and clearly the trope remains as popular as ever."