When Past Misconduct Comes to Light
The Karla Sofía Gascón and Emilia Pérez Oscar Controversy and What It Means for Organizations
In today’s world, past online behavior can have serious consequences, not just for individuals but for the organizations that employ or associate with them. The recent controversy surrounding actress Karla Sofía Gascón—whose resurfaced tweets led to backlash during the Oscar campaign for Emilia Pérez—highlights the very real reputational risks of past misconduct, especially when it involves offensive remarks about race, religion, or social justice.
At Fama, we specialize in helping companies navigate these risks by identifying problematic online behavior before it becomes a crisis. The Gascón incident is a textbook case of why online screening is essential—not just for hiring, but for protecting an organization’s brand and reputation.
The Gascón Controversy: A Cautionary Tale
Karla Sofía Gascón’s rise to prominence as the lead in Emilia Pérez was quickly overshadowed when her old tweets resurfaced, revealing inflammatory comments about Muslims, George Floyd, and diversity at the Oscars. In one tweet, she made problematic remarks about the growing Muslim population in Spain, suggesting Arabic might need to be taught in schools. Another tweet dismissed George Floyd as a “drug addict swindler,” while a third described the Oscars as resembling an “Afro-Korean festival” or a “Black Lives Matter demonstration.”
The backlash was swift. Despite issuing multiple apologies—some of which were perceived as dismissive or deflective—Gascón ultimately deleted her social media account. The damage, however, was already done. Netflix, along with her PR firm, distanced themselves from her, while co-stars and the film’s director condemned her statements. As a result, the promotional campaign for Emilia Pérez suffered, and its awards season momentum stalled.
The Risk of Past Misconduct Online
Gascón’s case is not unique. Over the past decade, we’ve seen numerous public figures—actors, athletes, executives—face consequences for past social media activity. These risks also extend beyond Hollywood. Businesses, non-profits, and even small companies can find themselves in crisis mode when a team member’s past statements come under scrutiny.
This isn’t just an isolated incident; research confirms the growing prevalence of misconduct concerns. In fact, our State of Misconduct at Work in 2023 found that 25% of candidates in the media and entertainment industry were flagged for misconduct, with trolling and intolerance as the most prevalent issues.
In an era where public trust is invaluable, companies cannot afford to be reactive. The key is proactive risk management—understanding potential reputational threats before they escalate.
How Fama Helps Companies Avoid Reputational Risk
Understanding how someone may behave was often hard to measure or quantify. However, today we have behavior intelligence. We can use online signals of misconduct to better understand how someone may show up at work and how they may represent a company. Fama is the global leader in behavior intelligence and using AI to scan over 10,000 online sources like Facebook, Instragram, TikTok and X(Twitter) to name a few, for misconduct. Fama’s technology scans publicly available online content—including social media, blogs, and forums—to identify signals of misconduct that could pose a risk to an organization. Our solution helps companies and organizations:
- Uncover potential misconduct in a candidate’s or employee’s digital footprint.
- Mitigate reputational risks by addressing concerns before they lead to public controversy.
- Protect brand integrity by ensuring employees align with organizational values.
- Create a culture of accountability by setting clear standards on acceptable behavior.
With Fama, companies don’t have to rely on last-minute crisis management. Instead, they can prevent potential PR disasters by incorporating digital screening into their hiring and risk management strategies.
Lessons from the Gascón Controversy
1. Digital Past Matters More Than Ever
What someone said publicly online years ago can still impact their professional future. In an age where old tweets, posts, and comments can resurface instantly, organizations must factor in digital history when making hiring or partnership decisions.
2. Apologies Are Not Always Enough
Gascón’s multiple apologies did little to repair the damage. In the digital world, trust is difficult to rebuild once it’s broken. Organizations should focus on prevention over damage control.
3. Reputation Is a Shared Responsibility
Companies, media partners, and sponsors are all affected when a key figure in their ecosystem becomes embroiled in controversy. The fallout from Gascón’s case affected Netflix, the Emilia Pérez team, and the film’s Oscar chances. Businesses should ensure that all individuals representing their brand reflect their values.
Final Thoughts
The Emilia Pérez controversy is a stark reminder that public online behavior—past or present—can have real-world consequences. For companies, the lesson is clear: reputational risks must be managed proactively, not reactively. At Fama, we empower businesses to make informed decisions, ensuring that their teams align with their mission, values, and public expectations.
By integrating AI-driven online screening into the hiring process, organizations can identify risks before they become crises—protecting their brand, employees, and stakeholders. In today’s world, trust and credibility are everything. The right technology can help safeguard them.
To learn more about how Fama can help your company avoid reputational risks, get in touch with us today.
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