The internet is ablaze with outrage as BuzzFeed faces intense backlash over a now-deleted Instagram post from its food-focused brand, Tasty, targeting Love Island Season 7 contestant Michelle “Chelley” Bissainthe. The controversial post, which suggested a “breakfast” for Chelley that included a bowl of fruit, Goldfish crackers “in case Ace [her on-show partner] gets fussy,” and a “knuckle sandwich” depicted as a fist in a burger bun, sparked immediate fury among fans and Chelley’s team. The insinuation of domestic violence was not only in poor taste but also deeply offensive, prompting a swift and heated response from the public.
The post, which went viral before being taken down, drew sharp criticism for its insensitivity, particularly toward Chelley, a Black woman navigating the high-pressure world of reality TV. Fans and advocates called out the post as not just a personal attack but a perpetuation of harmful stereotypes. Chelley’s team was forced to release a statement condemning the post, highlighting the damage caused by BuzzFeed’s reckless editorial choice.
Two months after the incident, BuzzFeed finally issued a public apology on Instagram, admitting to a “lapse of judgment” in publishing the carousel. The company acknowledged the harm caused, stating, “This mistake deeply hurt members of the Black community, both internally and in our audience.” They emphasized their intent to use the incident as a “case study” for accountability, promising to address future mistakes transparently and align with their workplace values.
BuzzFeed’s statement continued, “Calling out the issue and taking accountability is a move in the right direction and hopefully, this can be something we can call back to when we need to correct the next mistake, address new employee concerns, and ultimately stay true to our values in the workplace.” The company directed followers to a link in their bio for further details on steps they’ve taken to “promote Black joy, protect Black women, and steer a much larger and whiter organization in a direction that’s inclusive for all.
Despite BuzzFeed’s lengthy statement, the apology fell flat for many. Social media erupted with fans expressing their frustration, pointing out the delay and perceived insincerity. One user fumed, “It took y’all TWO MONTHS?! Y’all honestly can keep the apology.” Another questioned the apology’s framing, writing, “Did I miss the apology? Because you disrespected one person, why are you apologizing to the whole race instead of the individual? And then using her picture when you’re not even apologizing to her is diabolical.”
A third commenter didn’t hold back, stating, “TOO LATE. Y’all attacked her character/reputation when it was convenient, when she was still on the show. So no, y’all can go to…” The sentiment across platforms was clear: fans felt BuzzFeed’s response was too little, too late, and failed to directly address Chelley as the individual harmed.
The controversy has reignited discussions about media responsibility, particularly when it comes to representations of Black women in pop culture. Critics argue that BuzzFeed’s attempt at damage control sidestepped a direct apology to Chelley, instead opting for a broader statement that many felt was performative. The inclusion of her image in the apology post without a personal acknowledgment only fueled accusations of insensitivity.