Sydney Sweeney is facing backlash after a late-night stunt at the Hollywood Sign sparked legal questions and online outrage. Footage showing the actress near the iconic Los Angeles landmark quickly went viral, with officials later confirming that the appearance was never authorized for commercial use.
According to reports, Sweeney was spotted at the Hollywood Sign on January 26 while filming what appeared to be a promotional shoot tied to a lingerie brand. Video obtained by TMZ shows bras attached to the landmark, with the actress dressed in black and accompanied by a small production crew. The visuals immediately raised eyebrows, not just for their boldness but for the apparent lack of permission.
The Hollywood Sign is one of the most tightly regulated landmarks in the city, protected by safety restrictions, preservation rules, and intellectual property rights. Any commercial use—whether for advertising, brand campaigns, or staged photo and video shoots—requires explicit approval from the Hollywood Chamber of Commerce.
That approval was never granted. Steve Nissen, president and CEO of the Hollywood Chamber of Commerce, confirmed that no license or permission of any kind was issued for the stunt and that no request was submitted ahead of time. He emphasized that anyone seeking to use the sign for commercial purposes must obtain authorization directly from the Chamber.
While Sweeney reportedly secured a filming permit from FilmLA, officials clarified that this does not cover the use of the Hollywood Sign itself. FilmLA permits typically address logistical concerns such as crew access and equipment but do not grant rights to protected landmarks. In other words, having a filming permit does not equal permission to feature or access the sign.
So far, no criminal charges have been announced. It remains unclear whether authorities or the Hollywood Chamber will pursue further action, including potential trespassing or vandalism claims. Any legal consequences would depend on whether investigators determine that access rules or other regulations were violated during the shoot.
Online reaction has been swift and divided. Critics are questioning how celebrities gain access to restricted landmarks and whether fame plays a role in enforcement. Others have raised concerns about setting a dangerous precedent, arguing that high-profile stunts could encourage copycat behavior and risk damage to historic sites.
The controversy also arrives amid heightened scrutiny of celebrity-driven marketing campaigns. Last year, Sweeney faced criticism over an American Eagle jeans campaign that some viewers accused of using racially insensitive wordplay. She later addressed the backlash, saying she was surprised by the reaction and acknowledged that staying silent initially only fueled further misunderstanding.
Now, with the Hollywood Sign incident unfolding, critics argue the actress once again finds herself at the center of a debate about where promotion ends and responsibility begins.
