The Israeli embassy has accused a UK advertising company of “playing into the hands of terrorists” after it cancelled a hostage awareness campaign.

Launched by the embassy alongside the Hostages and Missing Families Forum, the campaign featured images of people who had been kidnapped by Hamas and were still being held hostage in Gaza.

A two-week deal was signed between the forum and advertising firm London Lites to run the campaign on billboards in 10 sites across the capital, including one on Brick Lane in east London, White City in north-west London and Bermondsey in south London.

But the company terminated the contract after only six days, claiming it had received an “unusual” volume of complaints from members of the public.

It said it made the decision following discussions with the Metropolitan Police about “community safety”.

London Lites, in an email to the campaign organisers, said: “In response to an unusual volume of complaints from the public, we have made the exceptional decision to withdraw your advertisement with immediate effect.

“While we are strong advocates of freedom of speech and endeavour to minimise censorship, we acknowledge the remarkable level of reaction these posters have elicited.

“Our primary objective is not to provoke or distress our audience, and thus, we deemed the removal of the posters appropriate. We trust you appreciate that this decision was highly challenging, and we value your understanding and support. We sincerely apologise for this disruption.”

Embassy mulls legal action

The unprecedented move has sparked a furious response from the Israeli embassy, which said it was considering legal action.

In a statement, the embassy said: “We regret that the London Lites company caved to the threats of an extreme minority in the UK, which forcefully tries to limit freedom of expression. The Embassy is considering further steps against the company.

“The Embassy will continue to raise awareness for the 137 Israeli hostages that remain as hostages by Hamas in Gaza.

“There should be nothing controversial about raising awareness for innocent civilians being held hostage by a terror organisation. This is a humanitarian cause.

“This breach of contract plays into the hands of terrorists by actively ignoring the war crimes of Hamas and also by succumbing to intimidation and threats in London.”

A spokesman for London Lites said: “Following discussions with the Metropolitan Police about community safety concerns regarding billboard site advertising this campaign, we have regrettably taken the decision to cease advertising on community cohesion grounds.

“London Lites previously carried advertising for the Campaign Against Antisemitism and supports freedom of speech.

“However, we received an unprecedented number of concerns from the public in response to the advertising campaign last week, and the safety of all members of the local communities where we advertise is paramount.”

Roughly 1,200 people were killed and hundreds taken hostage after Hamas launched its attack on Israel on Oct 7.

More than 100 hostages were released during a week-long truce at the beginning of December. However, 137 people remain in captivity and fighting has since resumed.

The Hostages and Missing Families Forum, which was set up by families of abductees in the aftermath of the attack, has said its campaign is not political, pointing out that many of the hostages are children, women and the elderly.