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Oxfam hits out at Scarlett Johansson brand deal with Israeli firm Sodastream over company's West Bank link

By Angela Haggerty, Reporter

January 24, 2014 | 2 min read

Actress Scarlett Johansson, an Oxfam global ambassador, is facing questions from the charity after becoming global brand ambassador for Israeli company Sodastream, which operates in Israeli settlements in the occupied West Bank.

Controversy: Scarlett Johansson is facing criticism

The star was criticised when the partnership emerged by pro-Palestinian campaigners who urge a global boycott of Israeli goods as a form of protest against the actions of the Israeli government.

Oxfam is opposed to Israeli settlements in the occupied territories and the charity issued a statement announcing that the issue had been raised with Johansson since the deal emerged.

“Oxfam respects the independence of our ambassadors,” the statement said. “However Oxfam believes that businesses that operate in settlements further the ongoing poverty and denial of rights of the Palestinian communities that we work to support.

“Oxfam is opposed to all trade from Israeli settlements, which are illegal under international law. We have made our concerns known to Ms. Johansson and we are now engaged in a dialogue on these important issues.”

The soft drinks machine firm issued a press release earlier this month announcing the deal, which quoted Johansson as saying: “The partnership between me and Sodastream is a no brainer. I am beyond thrilled to share my enthusiasm for Sodastream with the world.”

Johansson is scheduled to appear in the brand’s Super Bowl XLVIII advert on 2 February.

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