BuzzFeed, the digital media giant famed for its viral content and playful listicles, is now facing a storm of criticism and soul-searching after a July 2025 Instagram post by its food vertical, Tasty, crossed a line that many say should never have been approached. The controversy centers on Love Island USA contestant Michelle “Chelley” Bissainthe, who became the unwitting target of a racially loaded and violent joke that has since sparked outrage among fans, social media users, and even BuzzFeed’s own employees.
It all began in the heat of summer, when Tasty posted a carousel on Instagram that riffed on the reality show's tradition of filming contestants’ morning meals. For each season seven participant, the brand suggested a whimsical breakfast pairing. But when it came to Chelley, one of the main Black female contestants, the caption read: “a bowl of fruit, Goldfish, and a knuckle sandwich.” The “knuckle sandwich” itself was depicted as a fist between a burger bun—a visual pun that, in context, landed with a thud.
Almost immediately, the post drew fire for its disturbing implications. Fans and Chelley’s social media team condemned the joke as “disturbing, disgusting, and unacceptable,” calling attention to the dangerous undertones of violence and the ways in which “implicit biases can be rooted in antiblackness, misogyny, prejudice, violence, etc.” According to reporting by BuzzFeed and other outlets, the backlash was swift and fierce, prompting Tasty to delete the offending post. But for many, the damage was already done.
In the days that followed, the incident snowballed into a wider conversation about race, representation, and accountability in digital media. Social media lit up with pointed questions: Why would a brand joke about physical violence toward a Black woman, especially on a national stage? And why did it take so long for BuzzFeed to address the issue head-on?
Bissainthe’s team was among the first to speak out, releasing a statement that underlined the gravity of the situation. Fans echoed their sentiments, with one writing, “It took y'all TWO MONTHS?! Y'all honestly can keep the apology,” while another questioned, “Did I miss the apology? Because you disrespected one person, why are you apologizing to the whole race instead of the individual? And then using her picture when you're not even apologizing to her is diabolical.” The frustration was palpable, and the sense of betrayal, especially among Black viewers and employees, ran deep.
Faced with mounting criticism and a growing PR nightmare, BuzzFeed finally broke its silence on August 14, 2025. The company published a formal public apology, authored by two Black staffers, and—true to BuzzFeed’s brand—framed it as a listicle: “11 Steps for Addressing Offensive Behavior in the Workplace.” But the tone this time was anything but cheeky. The post acknowledged, “This mistake deeply hurt members of the Black community, both internally and in our audience.”
The apology went further, stating, “Recently, in a lapse of judgment, BuzzFeed published an Instagram carousel where a knuckle sandwich was served to Love Island contestant Michelle 'Chelley' Bissainthe. The post went viral. And although it was promptly taken down, the damage was done.” The company emphasized its desire to use the incident as a “case study of what any workplace or community must face when it falls short and show what it looks like to try, sincerely, to do better.”
BuzzFeed’s list of corrective steps included listening to affected audiences and employees, committing to positive coverage of Black people, and fostering more inclusive spaces. The post concluded, “Calling out the issue and taking accountability is a move in the right direction and hopefully, this can be something we can call back to when we need to correct the next mistake, address new employee concerns, and ultimately stay true to our values in the workplace.”
Still, not everyone was satisfied. Some fans and employees felt the apology was too little, too late. “TOO LATE Ya’ll attacked her character/reputation when it was convenient, when she was still on the show. So no, yall can go to …” one commenter wrote, expressing a sentiment that was echoed across social media. Others questioned the sincerity and timing of BuzzFeed’s response, noting that it took nearly two months for the company to issue a formal apology.
Inside BuzzFeed, the fallout was just as intense. Anonymous employees spoke candidly about their feelings in the wake of the incident. “Darker skin is automatically seen as aggressive,” one Black woman at the company shared, highlighting the persistent stereotypes that continue to shape media narratives. Another admitted, “My trust in my company has faltered, and my safe haven now has a crack.” These admissions, reported by BuzzFeed itself, underscore the emotional toll that such missteps can have—not just on audiences, but on the people working behind the scenes.
The apology also acknowledged the need for broader change, stating, “Check out the link in our bio for more information on steps we’ve taken and how through our work we are aiming every day to promote Black joy, to protect Black women, and to help steer a much larger and whiter organization in a direction that’s inclusive for us and all others.” The company’s leadership promised to use the incident as a learning opportunity, both for itself and for the wider media industry.
Yet, the controversy has reignited an old debate about the responsibilities of digital media brands in an era of heightened awareness around social justice and representation. For some, BuzzFeed’s response offered a template for how organizations can acknowledge mistakes, take accountability, and strive for better. For others, it was a stark reminder that good intentions and clever formatting can’t undo the harm caused by careless words—or erase the need for vigilance in the first place.
As the dust settles, one thing is clear: audiences and employees alike are demanding more from the brands they support. In a landscape where a single post can spark nationwide debate, the stakes have never been higher. The question now is whether BuzzFeed—and the industry at large—can live up to the promises made in the wake of this controversy, and truly foster spaces where everyone feels seen, respected, and safe.