Gwyneth Paltrow has long courted controversy, from Goop’s infamous “This Smells Like My Vagina” candle to its jade eggs marketed as wellness products, with the Oscar-winning actor building a business empire that often thrives on sparking debate.

Her latest venture has drawn fresh backlash after she appeared in an advertisement promoting luxury real estate in Israel. The campaign features high-end apartments in Herzliya, an affluent coastal city north of Tel Aviv, with Paltrow praising the lifestyle and surroundings on offer.

Crisis management specialist Alex First said public reaction was often driven by perception rather than intent.

“Unfortunately, people jump to the conclusion that if you go one way and you accept the money then you’re pro that particular position – that may or may not be the case, [but] regardless, judgments are made.”

The advertisement has sparked criticism online, with some arguing celebrities should be more mindful of commercial partnerships during times of conflict.

Supporters say Paltrow is simply fronting a property campaign, while critics accuse her of profiting from a deeply divisive geopolitical situation. The actor has not publicly responded to the backlash.

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