Actress Sydney Sweeney has reportedly lost over 200,000 Instagram followers following criticism of a promotional video for the betting company Novig, in which she appears naked and uses sports equipment for cover. The advertisement, shared on Sweeney's Instagram account last Wednesday, has drawn significant backlash, particularly from female athletes.
In the three days after the commercial's release, Sweeney's follower count on Instagram saw a decline. Data from social-media analytics firm Social Blade indicated a loss of 136,848 followers on Sunday and an additional 68,000 by Monday. However, these losses represent less than one percent of her total follower base, which exceeds 25 million.
The advert has been condemned by figures within women's sports. British sprinter Amy Hunt criticized the campaign during an interview at the World Athletics Ultimate Championship, contrasting the advertisement with the dedication and effort of female athletes. Four-time Olympic swimming gold medalist Ariarne Titmus also voiced her strong disapproval on social media, stating that the ad was "a kick in the face to every woman who had dedicated her life to perfecting her craft."
Sweeney, 29, addressed the criticism in a statement, describing the campaign's concept as an effort to "embrace a fun idea" and "cut through the noise and put the focus entirely on sports with confidence, humor and a playful edge."
Novig founder and CEO Jacob Fortinsky revealed that Sweeney, who holds an equity stake in the company, advocated for appearing nude in the campaign. According to Fortinsky, Sweeney expressed discomfort with other platforms that include betting markets on topics unrelated to sports, stating her preference for Novig's focus on sports predictions. He also noted Sweeney's ability to "captivate audiences and being the centre of attention."
In response to the backlash, Sweeney shared Instagram Stories highlighting other female athletes, including Serena Williams, Ronda Rousey, Sue Bird, Megan Rapinoe, and Caroline Wozniacki, who have posed nude for various publications. She also pointed out instances of male athletes posing nude.
This is not the first time an advertising campaign featuring Sweeney has generated controversy. Last year, a commercial for American Eagle jeans sparked debate. The campaign's tagline, "Sydney Sweeney Has Great Jeans," and accompanying video, which played on the word 'jeans' and 'genes,' led to accusations of promoting eugenics and appealing to far-right groups. American Eagle defended the campaign, stating it was "always about the jeans – her jeans, her story."