RHB contends with online backlash following staff social media activity

RHB Banking Group is facing a wave of public criticism after a staff member’s social media activity went viral, despite the bank itself not being involved in the controversy.

The incident revolves around a woman who identified herself on Facebook as a financial advisor, banker, and entrepreneur, with a profile cover image showing her in front of an RHB outlet. Screenshots shared widely on social media showed that she allegedly posted an AI-generated image of Malaysia’s prime minister, Anwar Ibrahim, depicted wearing a head covering and an outfit featuring the Israeli flag. This drew immediate attention and backlash from online users. Netizens also shared screenshots of the woman's commentary about her life working at RHB.

Don't miss: How FAM’s press conference became a PR own goal

The timing of the incident added to sensitivities, with heightened public concern in Malaysia over Israel-Palestine tensions leading to calls for boycotts of brands perceived to have connections with Israel. While the employee reportedly apologised in a Facebook post later, stating she had no intention to offend anyone and that the image had been taken from another account called “putsz”. Her Facebook account has since been deactivated.

In response, RHB issued a public statement clarifying that the views expressed were strictly personal and did not reflect the bank’s stance. “RHB upholds the highest standards of professionalism, integrity, and respect in all our engagements — both within and outside the workplace. We take this matter seriously and are conducting a thorough internal investigation. Appropriate disciplinary action will be taken should any breach of the group’s code of ethics and conduct be established,” the statement read.

Despite this clarification, social media commentary continues to target RHB. The bank's post containing its statement on Facebook has been flooded with calls for a boycott of the bank, demands for the employee’s dismissal, angry reactions, and tags to law enforcement requesting investigations. Hashtags such as #BoikotRHB have also circulated widely, reflecting the intensity of public sentiment.

The bank now faces the challenge of managing a potential reputational fallout from content that originated from an individual staff member, while asserting that corporate values and conduct standards remain intact. RHB’s internal investigations are ongoing, with the company emphasising its commitment to professional integrity and responsible conduct at all levels.

Just a week ago, Fraser & Neave Holdings Berhad (F&NHB) addressed public concerns over the appearance of Hebrew text on its Gold Coin condensed milk packaging for the Palestinian market, following a viral TikTok video that sparked calls for boycotts.

The TikTok video reportedly showed a man holding a Gold Coin can with Hebrew text, claiming it was intended for the Israeli market. The video, reshared by pro-Palestinian accounts, called for Malaysians to boycott the brand, prompting further discussion and condemnation on social media platforms including Threads. F&NHB later clarified that the product in question is exported exclusively for the Palestinian market, emphasising that it does not have any business transactions or dealings with Israel.

Related articles:
MR D.I.Y’s Deepavali ad highlights challenges of cross-market campaigns in a hyperlocal era
'F&N does not have any business dealings with Israel,' company states amid boycott threats
Study: Local MY brands thrive amid consumer-led brand boycotts