Quaker group pulls New York Times ad over paper's refusal to call Gaza bombing ‘genocide’

A prominent American Quaker organisation has cancelled its advertising with the New York Times (NYT) after the newspaper refused to allow an advertisement referring to Israel’s aggression in Gaza as genocide.

The American Friends Service Committee (AFSC), a century-old peace and justice organisation, had proposed an advertisement reading: “Tell Congress to stop arming Israel’s genocide in Gaza now! As a Quaker organization, we work for peace. Join us. Tell the President and Congress to stop the killing and starvation in Gaza.”

Commenting on the newspaper’s decision not to run the advertisement, AFSC General Secretary Joyce Ajlouny said: “The refusal of The New York Times to run paid digital ads that call for an end to Israel’s genocide in Gaza is an outrageous attempt to sidestep the truth. Palestinians and allies have been silenced and marginalised in the media for decades as these institutions choose silence over accountability. It is only by challenging this reality that we can hope to forge a path toward a more just and equitable world.”

US media reported that the NYT’s advertising team suggested AFSC replace the word “genocide” with “war” – a term with fundamentally different implications both colloquially and under international law. When AFSC rejected this proposal, the Times’ Ad Acceptability Team responded that “various international bodies, human rights organisations, and governments have differing views on the situation,” citing a need for “factual accuracy and adherence to legal standards.”

Ajlouny highlighted the organisation’s direct experience of the situation: “Our courageous staff members in Gaza witness daily horrors and continue to provide vital support despite Israel’s relentless attacks on their homes and families. Our ad campaign aims to shed light on these atrocities while urging people in the U.S. to pressure the President and Congress to halt weapons shipments to Israel and advocate for an end to the genocide.”

AFSC, which has operated in Gaza since 1948, currently maintains staff in the besieged Strip, Israeli occupied Ramallah and Jerusalem. Since October 2023, their Gaza team has distributed 1.5 million meals, hygiene kits and other humanitarian aid to displaced people.

The controversy comes after the International Court of Justice’s provisional ruling in January 2024 that Israel’s actions in Gaza were “plausibly genocidal” in the case brought by South Africa, now supported by 14 countries. Notably, the Washington Post has run advertisements from Amnesty International using genocide terminology.

“The suggestion that the New York Times couldn’t run an ad against Israel’s genocide in Gaza because there are ‘differing views’ is absurd,” said Layne Mullett, AFSC’s director of media relations. “The New York Times advertises a wide variety of products and advocacy messages on which there are differing views. Why is it not acceptable to publicise the meticulously documented atrocities committed by Israel and paid for by the United States?”

Read: ‘Yes, it is genocide’ in Gaza says Israeli professor of Holocaust studies

There is growing consensus among major human rights organisations, legal scholars and international experts that Israel’s military onslaught in Gaza amounts to genocide. This includes assessments from prominent organisations such as Amnesty International, Human Rights Watch, the Centre for Constitutional Rights, and the University Network for Human Rights, along with numerous Palestinian human rights groups and genocide scholars. Many of these organisations are regularly cited as authoritative sources in the New York Times’ own reporting on other matters.

The UK’s Guardian newspaper pointed out that the NYT has previously run advertisements using the term genocide. In 2016, it published an ad from the Armenian Educational Foundation thanking Kim Kardashian for opposing denial of the Armenian genocide. In 2008, presidential candidates Barack Obama, Hillary Clinton and John McCain co-signed a letter advertisement in the New York Times calling out the genocide in Sudan’s Darfur.

It also highlighted that the Times’ advertising guidelines state that its “advertising space is open to all points of view” and that submissions may be subjected to factchecking. It reserves the right to reject an ad if it is found to be deceptive or inaccurate.