In June 2026, a rumor spread that actor and Goop founder Gwyneth Paltrow had starred in a commercial for luxury real estate in Israel.
An X post relayed the claim, alleging Paltrow was "Helping Israel Sell Stolen Coastline Apartments" (archived):
Several posts on X and Instagram also shared the claim, some criticizing Paltrow for "whitewashing genocide," while Snopes readers emailed asking whether Paltrow really had taken part in this campaign.
The ad is authentic. Paltrow, who is Jewish, appeared in a one-minute video promoting 51 Park, a luxury real estate development in Herzliya, a coastal town less than 10 miles north of Tel Aviv.
The ad for 51 Park appeared on the social media accounts of Israel real estate development company Aviv by Melisron on June 7, 2026:
In the video, Paltrow wakes up in a building with views of Central Park in New York City, goes for a run in the park, returns to the building, comes back out wearing a suit and asks a taxi driver to take her to 51 Park in Herzliya, Israel. "There's a reason the world's most iconic buildings are by a park," she says.
Gabi Attal, founder of Why Worry Creative Agency in Tel Aviv, posted the video on LinkedIn, saying his agency was responsible for the ad.
Aviv by Melisron develops luxury residential buildings as well as commercial buildings. Melisron, a company that developed commercial real estate — shopping centers in particular — acquired Aviv Group in 2024. Melisron was owned and run by the Ofer family. Liora Ofer chairs both developer Melisron and its parent company, Ofer Investments. Her father Yehuda "Yuli" Ofer co-founded Ofer Investments with his brother Sammy. Upon their deaths in 2011, Prime Minister Benjamin Netanyahu praised them both as true Zionists.
Herzliya, named after the father of the Zionist movement, Theodor Herzl, an Austrian journalist who said a Jewish state was a necessity to ensure the safety of the Jewish people, was founded in 1924 when seven Jewish families arrived at the site where Yehoshua Hankin, who had focused on acquiring land from Arab landowners, and the American Zion Commonwealth company bought a few square miles of land where the town now stands. This contradicted the suggestion that the 51 Park development was built on stolen land.
For further reading, Snopes debunked the rumor that the U.S. and Israeli militaries were merging.