A Times Square billboard declaring ‘Jesus is Palestinian’ has sparked outrage, with critics labeling it as both ‘embarrassing’ and ‘inflammatory’. This reaction has been echoed by observers and social media users.

The American-Arab Anti-Discrimination Committee (ADC) unveiled this contentious billboard campaign in the bustling New York City landmark just before Christmas, aiming to draw attention to the situation in Gaza.

The initiative includes two digital messages that highlight the geographical and cultural background of Jesus Christ. As per biblical accounts, Jesus was born in Bethlehem, located in the Palestinian West Bank.

The first message states, ‘Jesus is Palestinian. Merry Christmas.’ A second message quotes the Quran, the foundational Islamic scripture, describing the announcement of Jesus’s birth.

The passage reads, ‘Remember when the angels proclaimed, “O Mary! Allah gives you good news of a Word from Him, his name will be the Messiah, Jesus, son of Mary; honored in this world and the Hereafter, and he will be one of those nearest to Allah.”’ Accompanying the verse, ‘Merry Christmas’ is displayed in both Arabic and English.

The ADC was heavily criticized over the billboard, with many social media users pointing out how Jesus – as detailed in the Bible – was Jewish. 

Others noted how Palestine did not exist at the time of Jesus, with the region instead being under Roman rule and known as Judea.

But most visitors were frustrated by a ‘divisive’ message being put on display during what is meant to be a season of peace and giving. 

The American-Arab Anti-Discrimination Committee (ADC) launched a controversial billboard campaign in the popular New York City tourist spot ahead of Christmas in an attempt to raise awareness about Israel’s war on Gaza 

The campaign features two digital messages about the geographical and cultural origins of Jesus Christ, who according to the Bible was born in a stable in Bethlehem, a city in the Palestinian West Bank territory 

‘It’s quite a divisive message, if you’re pro-Palestinian, you’d find it OK,’ English tourist Sam Kept told the New York Post on Christmas Eve.

He added: ‘It’s probably not a good time in the world to have that up. It’s inflammatory.’

Kept’s wife suggested the message intended to ‘stir the pot’.

Social media users echoed the concerns of Times Square’s visitors, alleging the display was ‘political branding.’

‘What a despicable, divisive sign,’ one X user wrote.

‘Did you guys not workshop this? The only people this will appeal to are those already on your side. It’s incredibly disrespectful and alienating to everyone else. But have at it, I guess!’ said another.

One added: ‘It’s political branding.’

Others questioned the historical accuracy of the billboard.

The ADC was heavily criticized over the billboard by social media users and tourists alike

‘Interesting billboard! Jesus was born in Bethlehem, Judea, pre-‘Palestine’ label (Roman era). Today’s claim reflects cultural identity, not history. Sparks good debate on heritage vs. geopolitics,’ one user tweeted.

‘Jesus was born a Jew in Bethlehem, his family was Jewish,’ added another.

According to gospels in the Bible, Jesus was born in a stable in Bethlehem. Mary and Joseph had traveled to Bethlehem because a census was taking place, requiring people to be counted in the city where their ancestral family were from. 

The couple were returning to the ancient city of David, since Joseph was from the House of David, according to Christian scripture. 

ADC National Executive Director Adeb Ayoub claimed the billboard was not meant to be divisive, but instead promote an underlying theme of ‘America First.’

It aimed to help the country’s Christian and Arab and Muslim communities recognize the ‘similarities’ between their cultures, he told the Post.

‘Most of the Americans in this country are Christian and the birthplace of Christianity is Palestine. If people wanna go back and forth and debate it, then great, the billboard sparked debate,’ Ayoub said.

‘At least you’re having a conversation about it. Otherwise, we’re silenced and our voices and positions don’t come out.’

The latest ADC billboard follows a display earlier this week that read ‘Jesus would say “tear down that wall”,’ an apparent reference the President Ronald Reagan’s speech calling for Soviet leader Mikhail Gorbachev to open the Berlin Wall

Ayoub, when asked if the billboard was disputing Jesus’s Jewish heritage, said the subject was ‘up for interpretation’ and that ‘Jesus lives in all of us.’

The latest ADC billboard follows a display earlier this week that read ‘Jesus would say “tear down that wall”,’ an apparent reference the President Ronald Reagan’s speech calling for Soviet leader Mikhail Gorbachev to open the Berlin Wall.

Meanwhile, Pope Leo XIV during his first Christmas homily lamented the conditions in Gaza and condemned the ‘rubble and open wounds’ left behind by wars.

The pontiff addressed the dismal conditions in Gaza, where hundreds of thousands of people are still living in temporary shelters in wintry conditions weeks after a fragile ceasefire took hold.

‘Fragile is the flesh of defenseless populations, tried by so many wars, ongoing or concluded, leaving behind rubble and open wounds,’ the pope said.

‘How… can we not think of the tents in Gaza, exposed for weeks to rain, wind and cold,’ Leo continued, adding that the territory’s inhabitants ‘have nothing left and have lost everything.’

Pope Leo XIV during his first Christmas homily (pictured Thursday) lamented the conditions in Gaza and condemned the ‘rubble and open wounds’ left behind by wars

In Bethlehem, the Christian community celebrated its first festive Christmas in more than two years as the occupied West Bank city emerges from the shadow of the war. Hundreds of worshippers gathered for mass on Wednesday night at the church in Nativity Square (pictured)

Members of the clergy take part in the Christmas procession led by Latin Patriarch of Jerusalem outside the Church of the Nativity on December 24, 2025 in Bethlehem

The United Nations has said an estimated 1.3 million people currently need shelter assistance in Gaza and has warned of the increasing risk of hypothermia as temperatures dip.

In Bethlehem, the Christian community celebrated its first festive Christmas in more than two years as the occupied West Bank city emerges from the shadow of the war.

Hundreds of worshippers gathered for mass on Wednesday night at the Church of the Nativity in Bethlehem.

Hundreds also took part in the parade down Bethlehem’s narrow Star Street, while a dense crowd massed in the square.