Reuters / JewBelong
(New York, New York) – A rooftop taxi ad campaign aimed at raising awareness about antisemitism was abruptly removed this week after complaints that it took a swipe at Mayor Zohran Mamdani’s free bus policy, as reported by The New York Post.
The digital ad, created by the nonprofit group JewBelong, appeared atop thousands of yellow cabs and read:
“Not gonna hide my Jewish star for a free bus ride.”
The line was widely viewed as a pointed reference to Mamdani’s expanded free-fare bus initiative.
Ad Firm Pulls Campaign After Backlash
Jamie Lowe, executive vice president of the ad placement firm Somo, told JewBelong representatives during a video meeting that the company removed the ad after receiving multiple complaints.
According to a transcript of the call, Lowe acknowledged that the reference to the mayor’s bus plan created political sensitivity.
“There were complaints across the board,” Lowe said, adding that the political nature of the message made it problematic.
Lowe later clarified he had spoken with industry representatives, including leadership within the Metropolitan Taxi Board of Trade, about the controversy. He said the Taxi and Limousine Commission (TLC) was not involved in directing the removal.
Somo’s contract reportedly allows the company to reject or cancel ads at its discretion.
JewBelong Calls It Censorship
JewBelong leaders said the campaign was meant to spark conversation about rising antisemitism and the pressure some Jewish New Yorkers feel to downplay visible signs of their identity.
“This is the first time in five years one of our ads has been censored,” said co-founder Archie Gottesman. “Pulling it sends a chilling message that speaking out about antisemitism is acceptable — until it makes someone uncomfortable.”
The Anti-Defamation League also criticized the decision. CEO Jonathan Greenblatt said that acknowledging concerns about antisemitism should not be considered controversial.
City Denies Role
The TLC said it had no role in the removal.
“We’re not aware of any complaints to the TLC related to these ads and we certainly haven’t asked for them to be removed,” a spokesperson said, noting that rooftop advertising rules prohibit only content that violates penal law or public morals.
Political Context
The controversy comes amid ongoing tensions between Mamdani and segments of New York’s Jewish community. The mayor has faced criticism over his positions on Israel, including support for the boycott, divestment and sanctions movement and remarks regarding Israeli leadership.
While the taxi ads are no longer running, the debate over free speech, political messaging and antisemitism in New York City continues to intensify.
