BuzzFeed Faces Backlash Over Delayed Apology to Chelley Bissainthe

On July 9, 2025, BuzzFeed’s Tasty account posted an Instagram carousel assigning breakfast items to Love Island USA contestants. The slide for Michelle “Chelley” Bissainthe read “knuckle sandwich.” Within hours, the post was deleted after online criticism, but the damage was already done. Many saw the remark as racially charged and promoting violence toward a Black woman. Chelley’s team condemned it as harmful and dangerous, pointing to the online abuse she had already faced during the show.

The response from the public was swift. Supporters and commentators called the post an example of misogynoir, combining anti-Blackness and sexism in media portrayals. The incident sparked a wider conversation about how corporate social media accounts can perpetuate bias, even in attempts at humor.

A Long Wait for an Apology

BuzzFeed did not issue a public statement at the time of the July incident. Instead, more than a month passed before the company addressed the controversy. On August 14, 2025, BuzzFeed published an article titled “What It Means To Protect Black Communities At Work, Even When Your Own Company Messes Up Like We Did.”

View this post on Instagram

A post shared by BuzzFeed (@buzzfeed)

The piece, written by leaders of BuzzFeed’s Black Identities and Opportunities employee group, acknowledged that the “knuckle sandwich” remark was a lapse in judgment that hurt both employees and audiences. It framed the misstep as a workplace lesson in “accountability“. The article outlined steps the company claimed it was taking, including improving content review processes and promoting positive coverage of Black people.

However, the format and timing of the apology drew criticism. Many users accused BuzzFeed of turning the incident into branded content rather than directly apologizing to Chelley. Others argued that releasing the statement shortly after Chelley’s high-profile Love Island reunion appearance made the timing appear strategic rather than sincere.

Public Reaction Remains Largely Negative

Reaction to the August 14 apology has been dominated by anger, skepticism, and disappointment. Commentators on social media questioned the sincerity of the gesture, with many convinced the timing was calculated. “BuzzFeed apology? They want to interview her, that’s why,” one user wrote, echoing a common belief that the company only acted because Chelley and Olandria’s popularity had grown far beyond what producers expected. Another added that BuzzFeed thought they would get a viral “funny” post about punching Chelley in the face, only for it to backfire, forcing them to backtrack.

Some argue the apology came now because Chelley or moderators likely brought it up during the reunion. Critics say calling out BuzzFeed for inciting violence toward a Black woman, unprovoked, on a major platform like Peacock damages the outlet, and in this case, they add, ‘good. Many also called the company a “flop” that is now scrambling to limit reputational harm.

Supporters of Chelley stressed that this is not just about a single post but part of a broader pattern of harmful media framing of Black women. Media outlets including The Mirror, Vibe, and Pedestrian.tv noted that the apology failed to fully address the racial implications of the “knuckle sandwich” remark.

While a handful of readers praised BuzzFeed for at least acknowledging wrongdoing, the overall sentiment remains overwhelmingly negative. For most, the apology came too late, in the wrong form, and only under pressure, doing little to repair the damage from July.

Final Thoughts

The controversy surrounding BuzzFeed’s handling of the “knuckle sandwich” remark underscores the deep pitfalls media companies face when missteps intersect with race and gender. Audiences increasingly demand immediate, direct, and personal accountability, not vague, delayed statements wrapped in corporate PR language.

What could have possibly driven the company to publish such a violent, racially loaded remark about Chelley, a contestant who had done nothing to provoke that level of hostility? Instead of fully acknowledging how the post amplified racism, hate, and vitriol toward her, BuzzFeed appears to have spun the incident into a content moment, using the controversy to drive clicks rather than deliver sincere redress.

This perception has left the outlet fighting an uphill battle to regain credibility, with many unwilling to accept an apology that sidesteps the true harm done.