Welcome to the ”Marketing Racist List.”
This page highlights companies that actively market themselves on social media but completely disregard the state of their comment sections. Our goal is to remind these businesses of the racism they enable—or simply ignore—when promoting their products.
More often than not, their marketing campaigns feature content that doesn’t sit well with so-called ”Aryans” or, for that matter, fascists. And when the inevitable wave of bigotry floods the comments, these companies choose to turn a blind eye.
Moderation Won’t Kill Your Reach—Silence Will
Even when companies take responsibility by moderating their comment sections—removing hate speech, threats, and racism—it does not harm their marketing reach. Contrary to what some might fear, the algorithms have already done the job. Once the content is posted, it spreads. Engagement—whether it’s likes, shares, or even toxic comments—pushes the post into more feeds. So cleaning up the mess in the comments after the fact doesn’t make the post disappear. It keeps circulating.
In short: there’s no excuse. Moderation isn’t censorship—it’s accountability. And it won’t tank your campaign. It might actually make your brand look like it gives a damn.
Well known racist names in comments
Elias Johansson is a very well known name among racist comments. We believe this is a russian troll and even if he uses a swedish name, it usually responds in english. If you see him, make sure you’re not feeding it.
GANT’s Linen Campaign Overshadowed by Racist Comments – and Silence
GANT, the globally recognized clothing brand, recently launched a promotional post on Facebook with the caption:
“Köp luftiga linneplagg för sommarens alla tillfällen – från soliga dagar till varma nätter.”
The ad features a stylish man and woman dressed in GANT’s linen collection, poised against a lush, green backdrop. A sleek summer vibe — or at least, it was meant to be.
Instead, the comment section has been flooded with racist remarks, targeting the Black male model in the image. While the campaign clearly aims to showcase elegance, class, and inclusivity, GANT has remained entirely silent in the face of the hate.
As similar trends have shown in Swedish fashion advertising (e.g. Jack & Jones and NLYMAN), some users immediately associate diverse representation with “wokeness”, then use that as a dog whistle to justify their racism.
In this case, however, GANT has failed to moderate the racist bile pouring in — no warnings, no comment removals, no community management. Just passive complicity.
This isn’t about being ”offended by the internet”. It’s about brands willingly providing a platform for hatred, and thereby feeding it. In the middle of this storm, no official response has been issued, no public moderation has occurred, and the thread stands open — a digital wall now smeared with slurs and bile.
GANT might sell linen for ”all summer occasions”, but their refusal to stand up against racism in their own backyard proves they haven’t dressed for the climate we’re actually in.
Say hello to Jack & Jones
2025-04-11: #iamhere has taken over the comment flow, fixed what Jack & Jones did not.
Jack & Jones. recently launched a campaign promoting their latest collection with the tagline:
”Effortless fit. Easy returns.”
The ad features two stylishly dressed men in a modern and relaxed outfit. One of the models is Black, which – predictably – led to an influx of racist comments flooding the brand’s social media posts. The responses have been polarizing. While many users from groups like #jagärhär and #iamhere actively defend the campaign and call out the racism, Jack & Jones has taken no visible action to moderate or remove hateful comments.
Some users have explicitly called on Jack & Jones to address the issue:
- ”If you want to keep your customers you really should moderate your comments sections. If you provide a platform for nazi rhetoric, you are supporting nazis. Silence is complicity.”
- ”Why are you allowing racist sht here?”*
Despite this, the company has not intervened, allowing the racist rhetoric to stand alongside the overwhelmingly positive engagement from users defending inclusivity.
The situation raises questions about brand responsibility in social media spaces. Jack & Jones may have intended to promote effortless fashion, but the lack of moderation in their comment section is anything but effortless. It remains to be seen whether they will take action or continue to let the debate rage on under their market
NLYMAN.COM’s Advert and the Unmoderated Hate in the Comments
NLYMAN.COM recently promoted a Polo Ralph Lauren cable-knit sweater for 1,999 SEK, featuring a Black male model in their campaign. The ad itself is standard fashion marketing, emphasizing the product’s popularity and encouraging buyers to secure their size before it’s too late.