Holocaust Museum LA says the post was misinterpreted as a ‘political statement’ and promises to ‘do better’.

A Holocaust museum in Los Angeles is facing backlash after deleting an Instagram post that suggested the phrase “never again” should apply to all people – not just Jews.

The post, shared with Holocaust Museum LA’s 24,200 Instagram followers, read: “Never again can’t only mean never again for Jews.” The slogan “never again”, long associated with Holocaust remembrance, is also invoked more broadly as a pledge to prevent future genocides.

The Instagram message was initially praised online and interpreted by some as an acknowledgment of Palestinian suffering amid Israel’s war on Gaza, which numerous United Nations experts, scholars and rights groups have described as a genocide.

It was later deleted and replaced with a statement on Saturday saying the post had been misinterpreted.

“We recently posted an item on social media that was part of a pre-planned campaign intended to promote inclusivity and community that was easily open to misinterpretation by some to be a political statement reflecting the ongoing situation in the Middle East. That was not our intent,” it said.

Holocaust Museum LA also promised to “do better” and to “ensure that posts in the future are more thoughtfully designed and thoroughly vetted”.

The museum, which is currently closed for construction until June 2026, quickly faced criticism online after journalist Ryan Grim of Drop Site News reposted a screenshot of the deleted message, writing: “Speechless. No words for this.”

Yasmine Taeb, a human rights lawyer and progressive strategist, called the museum’s move “absolutely disgusting”, saying that the museum is “cowering under pressure” from pro-Israel voices.

“Countless genocide scholars and human rights organisations have confirmed what Israel is doing in Gaza is textbook definition of genocide,” Taeb told Al Jazeera.

“It’s appalling that a museum established for the purpose of educating the public about genocide and the Holocaust not only refuses to acknowledge the reality of Israel’s actions in Gaza, but [is] removing a social media post that merely stated that ‘never again’ is not intended for just Jews, in order for it to not be interpreted as a response to the genocide in Gaza.”

The original now-deleted post did not mention Gaza, but it faced a barrage of pro-Israel comments expressing disapproval, including some that called on donors to stop funding the institution.

By deleting the post and issuing the subsequent statement, the museum sparked accusations of backtracking on a universal anti-genocide principle.

“We live in a world where the Holocaust Museum has to apologise and retract for simply appearing to sympathise with Palestinians,” Palestinian American activist and comedian Amer Zahr told Al Jazeera.

“If that does not illustrate the historic dehumanisation that Arab Americans have had to live with, I don’t know what does.”

Assal Rad, a researcher with the Arab Center Washington DC, called the controversy “unbelievable”.

“Palestinians are so dehumanized that they’re excluded from ‘never again,’ apparently their genocide is the exception,” Rad wrote on X.

Political commentator Hasan Piker also slammed the museum’s decision. “A real shame that even a tepid general anti-genocide statement was met with unimaginable resistance from Israel supporters,” he wrote in a social media post.

The Holocaust Museum LA did not immediately respond to Al Jazeera’s request for comment.