In May 2024, #Blockout2024 urged social media users to block celebrities and influencers they believed had stayed silent about, or supported, Israel’s actions in Gaza. Participants hoped to withdraw attention and engagement, press public figures to speak out, and ultimately affect their commercial value. The campaign surged after the Met Gala, but there was no single official block list—and reporting did not establish that it caused measurable losses in celebrities’ earnings.
What was #Blockout2024?
#Blockout2024—also called the “blockout” or the “digital guillotine”—was a decentralized online boycott. Participants blocked selected celebrity and influencer accounts on platforms including Instagram, TikTok and X. The goal was to stop seeing and engaging with their content and, collectively, to make their absence visible.
The campaign did not have one organizer or agreed list. The Associated Press reported that users blocked accounts individually on each platform, while lists circulated online and varied from person to person. Associated Press, May 15, 2024.
Why did people start blocking celebrities?
The campaign gained momentum after the Met Gala on May 6, 2024. Posts juxtaposed images of the lavish event with the war in Gaza and Israel’s operation in Rafah. Campaigners criticized public figures they perceived as silent about the crisis or insufficiently outspoken. Those judgments were not governed by a common standard: what counted as silence or an inadequate response differed among participants.
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Some users also framed the action as a way to demand that celebrities use their large audiences to draw attention to Gaza. Contemporary reporting described a debate over both the campaign and the expectations it placed on public figures. Al Jazeera, May 13, 2024; TIME, May 2024.
How was the blockout supposed to work?
Participants’ reasoning had two parts: each person could remove a celebrity’s posts from their own feed, and widespread blocking might reduce the attention and engagement that make a public profile valuable. The intended pressure was that reduced visibility could prompt celebrities to speak or act, and perhaps affect their commercial opportunities.
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That was the campaign’s hoped-for mechanism, not a demonstrated financial result. The reports describe participants’ aims but do not establish that blocking reliably cuts an individual’s advertising income or that #Blockout2024 caused a specific celebrity to lose earnings. As marketing professor Beth Fossen told the Associated Press when discussing possible effectiveness, “It might depend on the celebrity and what they’re known for.” Her comment was conditional, not an evaluation of the campaign’s eventual effects.
What evidence is there of the campaign’s reach or impact?
Hashtag activity
TIME reported that #Blockout2024 had been used more than 29,000 times on TikTok when it published its May 2024 article. That dated count measures hashtag uses at the time—not the number of participants, accounts blocked or people reached, and not the campaign’s impact. TIME, May 2024.
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Why a deplatforming study is not a Blockout result
A 2024 paper examined platform bans and suspensions, which remove or restrict an account; that is different from users choosing to block an account. In its analysis of deplatformed influencers, the authors estimated that online attention 12 months after deplatforming was lower by 63% on Google Trends and 43% in Wikipedia page views. Those figures concern the study’s deplatforming analysis, not #Blockout2024, and they measure attention rather than income. The authors also discuss the challenge of separating the effect of deplatforming from attention spikes around the events that prompted it. Horta Ribeiro et al., 2024.
Why was the campaign criticized?
- Unclear criteria: Without a shared standard, people disagreed over which celebrities belonged on block lists and what counted as an adequate response.
- Inconsistent lists: User-made lists could conflict, making the campaign’s targets difficult to define consistently.
- Attention diverted from the crisis: Critics argued that celebrity-focused debate could draw attention away from Palestinians affected by the war. Some people instead directed audiences toward fundraising and aid efforts.
These were competing views recorded in contemporary coverage, not a settled verdict on whether blocking was useful. TIME, May 2024; Teen Vogue, May 2024.
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What should readers take away?
#Blockout2024 was a May 2024 digital boycott built around individual users blocking celebrities they believed had failed to respond adequately to the Gaza war. It expressed a demand for public figures to use their reach and attempted to turn lost attention into pressure. The movement’s scale and its effects on particular celebrities’ visibility or earnings are not established by the cited reporting; adjacent evidence about platform bans cannot answer those questions. The campaign also exposed a disagreement about whether celebrity-focused pressure or direct support for people affected by the war was the more useful response.
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