A fresh controversy is swirling around Gwyneth Paltrow after Colin Firth’s ex-wife, Livia Giuggioli, publicly called for the actress to be “canceled” over her involvement in a luxury real estate campaign in Israel.

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Livia Giuggioli is an environmental activist who was married to the Oscar-winning actor from 1997 to 2019. She revealed that Gwyneth Paltrow had been expected to visit her regenerative biomimic farm, Quintosapore, for a possible collaboration. However, she said those plans were off the table after seeing the actress appear in an advertisement for 51 Park, an upscale residential project in Herzliya, Israel.

Calling the campaign “unacceptable,” Giuggioli said she found it disturbing that someone with Paltrow’s wealth and influence would promote luxury properties while the conflict in Gaza continues.

“How detached are you from reality?” she asked in a video posted online.The activist went on to suggest there were only three explanations for Paltrow’s decision.

“You’re either so detached that you need to be canceled because you live in another world, or you’re actually a really nasty person. Or you are stupid,” she said. “Which one are you, Gwyneth Paltrow?”

Although Giuggioli admitted she has never been a supporter of cancel culture, she said she would make an exception in this case. People supported her in the video, with one commenter writing, “Brilliantly spoken Livia. Thank you for speaking out – hoping very much that others will follow your lead.” Another added, “I love your integrity. That was so tone deaf. I believe some celebs live in an entitled bubble not the world.”

The controversial advertisement itself was filmed in New York City and opens with Paltrow preparing for an early morning run in a penthouse apartment. During the commercial, she jokes that “even my coffee needs a coffee” before jogging through Central Park.

After returning home, she changes clothes and remarks that there is a reason the world’s most iconic buildings are located near parks. The ad eventually reveals she is heading to 51 Park, with a driver initially asking whether she means New York.

“Herzliya. Israel,” Paltrow replies, as images of the luxury towers appear on screen.

Although the actress never shared the campaign on her personal Instagram page, critics quickly flooded the comment sections of her other posts, accusing her of being insensitive to the humanitarian crisis and criticizing her decision to partner with the development.

The latest backlash comes on the heels of several other controversies involving both Paltrow and her wellness company, Goop.

In 2018, Goop agreed to pay $145,000 after California prosecutors said the company had made unsubstantiated health claims about its jade and rose quartz eggs, which were marketed as offering benefits related to hormones and bladder control. The settlement barred the company from making medical claims without scientific evidence and required refunds for some customers.

Two years later, the company became the subject of jokes and headlines after releasing its infamous candle titled This Smells Like My … The product later sparked a lawsuit after reports that one candle had exploded, though Goop dismissed the claims and Paltrow later said the provocative name was always intended as a joke.

Paltrow also recently pushed back against allegations contained in Amy Odell’s unauthorized biography, which portrayed Goop as having a chaotic and sometimes toxic workplace culture. The book claimed employees faced long hours, poor communication, and frequent turnover, while describing Paltrow’s management style as indirect and unpredictable.

The actress dismissed the biography as “rubbish” and called the author a “hack.” She also denied claims that Goop fostered a toxic environment, although she acknowledged there had been “a few toxic individuals” within the company over the years.

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