Comedian Matt Rife defends Sydney Sweeney amid backlash over controversial ads

Matt Rife has stood up in defence of Sydney Sweeney over ad controversies, which have been intensified following the release of Americana.

The Hollywood actress has found herself at the centre of intense online criticism following a series of controversial ad campaigns, but comedian Matt Rife has now stepped in to defend her.

The 27-year-old star, best known for her roles in Euphoria and Anyone But You, recently came under fire for promoting a bathwater soap product, followed by backlash over her campaign with American Eagle jeans.

The controversy intensified after her latest film Americana opened to disappointing box office numbers, further fueling negative commentary online.

Matt Rife took to social media to show support for Sweeney. On August 23, he reshared a post about her ad controversies on X (formerly Twitter) and voiced his frustration over the backlash.

“I keep seeing people mad at Sydney Sweeney for noooothing,” the comedian wrote, before adding:

“She’s learning that the internet is full of absolute garbage losers who will twist anything you say into a misinterpretation. People are awful.”

His defence comes at a time when the actress has been trending on social platforms, with heated debates about whether she should be held accountable for her brand endorsements.

Interestingly, Rife himself has faced backlash in recent weeks. The comedian was recently announced as the face of E.l.f. Cosmetics in a campaign that attempted to spotlight "beauty injustice humorously." However, the collaboration sparked criticism due to his past controversial jokes, including ones linked to domestic violence.

In response, E.l.f. Cosmetics issued a statement addressing the backlash:

“You know us, we’re always listening and we’ve heard you. This campaign aimed to humorously spotlight beauty injustice. We understand we missed the mark with people we care about in our e.l.f. community. While e.l.f.ino & schmarnes closes today, we’ll continue to make the case against overpriced beauty.”

For Sydney Sweeney, the backlash highlights the challenges of balancing stardom, brand endorsements, and audience expectations in today’s digital age. Despite her growing popularity, the actress has repeatedly found herself under public scrutiny, with social media often amplifying negative narratives around her work and personal choices.