Evoke’s social media blunder following tragedy in Lebanon

The Guardian has reported that Evoke plc, the London-listed gambling company behind prominent brands like William Hill, 888, and Mr Green, is facing backlash over a controversial social media post. The post was perceived as trivialising the recent tragic explosions in Lebanon that resulted in multiple fatalities.

The post, which appeared on the company’s Israeli Facebook page, followed a series of deadly explosions that claimed the lives of 12 people and injured thousands more. On 17 September, multiple pager explosions occurred in Lebanon, reportedly involving devices used by members of the militant group Hezbollah. These incidents were attributed to Israeli military action, although Israel has not confirmed its involvement. Following the initial explosions, further fatalities were reported when walkie-talkies exploded on September 18, resulting in an additional 20 deaths. In the contentious Facebook post, Evoke shared a crudely drawn image labelled as a “beeper,” accompanied by a caption that read: “If that’s what they’ve managed to do with beepers, imagine what it’s like to work with technology. Wow. Luckily we are recruiting well.” This post included a link to a webpage listing job vacancies within the company, which has been operational since the 1990s and was founded by a group of Israeli technology entrepreneurs.

Importance of cultural awareness

The response to the post was swift and critical. Many social media users condemned Evoke for appearing to trivialise the deaths and injuries caused by the explosions, calling it tasteless and disrespectful. Chris Doyle, the director of the Council for Arab-British Understanding, commented on the incident, stating, “It’s just tasteless but it points to a broader issue. It plays into the dehumanization that underpins these conflicts, where the death and injuries of others are not in any way respected.” Recognising the backlash, Evoke quickly removed the post and issued an apology. A company spokesperson stated, “The deleted post was totally unacceptable, and as soon as it was discovered it was immediately removed. We sincerely apologize for any offence caused. We are investigating internally to ensure this does not happen again.” The incident highlights the growing need for companies, especially those with a global presence, to be sensitive to cultural and geopolitical contexts. Evoke’s social media blunder comes at a time when the company is navigating significant changes in the gambling sector. Following its £2.2 billion acquisition of William Hill International in 2021, the company has been focused on expanding its operations in both online and brick-and-mortar betting markets. As of now, Evoke’s shares are valued at £285 million on the London Stock Exchange.

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