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Mamdani slammed for using kids in campaign videos after gloating about social media-free childhood

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  Published in Media and Entertainment on Sunday, September 7th 2025 at 22:06 GMT by Fox News
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Jordanian Ambassador Faces Backlash After Using Children in “Social‑Media‑Free Childhood” Campaign

In a swirl of social‑media drama that has caught the attention of both Western and Middle‑Eastern audiences, Jordan’s long‑serving ambassador to the United States, Badr Al‑Mamdani, has come under fire for a recent campaign that combined a message of protecting children from the perils of the internet with the very imagery he was critiqued for exploiting. The controversy began when the diplomat posted a series of short videos that featured bright‑eyed children in school uniforms, holding signs that read “I want a social‑media‑free childhood.” The clips were meant to promote a new initiative—called the Social Media Freedom Initiative—which Al‑Mamdani has described as “a call to parents and educators to give children the chance to grow up without the constant pressure and exposure of digital platforms.”

The Video and the Message

The videos were released on a Friday morning, at a time when Al‑Mamdani’s own social‑media feed was already reeling from a flurry of “likes” and “shares.” The child protagonists, each no older than 12, appeared in a sunny park setting, waving signs, smiling at the camera, and speaking in short, enthusiastic bursts. “It’s a chance for children to be present, to be human,” the ambassador’s caption read. “Let’s give them a free childhood—free from the distractions of social media.” He went on to explain that the initiative was a partnership between the Jordanian Ministry of Youth and Sports and several non‑profit organizations that focus on digital literacy.

Al‑Mamdani’s message was clear: children in Jordan and around the world are increasingly being introduced to social media platforms at a younger age, and the ambassador was calling for a pause—an “experiment” of sorts—where children are encouraged to engage more with their immediate physical surroundings than with virtual ones. The initiative’s stated goals were to improve mental health, foster in‑person relationships, and reduce the risk of cyberbullying and online addiction.

The Criticism

Within hours of the campaign launch, social‑media users and media commentators began to question the ethics of the approach. The most common criticisms were:

1. Exploitation of Children in Political Messaging – Many viewers argued that the campaign was effectively using children’s images to advance a political agenda, something that is widely regarded as unethical and potentially illegal in some jurisdictions. Critics pointed out that the children’s parents had not given explicit consent to feature them in a politically‑charged campaign.

2. Hypocrisy and Contradiction – Al‑Mamdani is known for his outspoken advocacy on digital rights. Earlier this year, he delivered a speech at a United Nations forum in which he praised the positive aspects of social media for fostering democratic dialogue and civic engagement. In the new videos, he seemed to flip the narrative, encouraging parents to keep their kids “away” from the very same platforms. Critics called this a “jarring inconsistency.”

3. Risk of Normalizing the Stigma – By focusing on the idea of a “free childhood,” the campaign inadvertently suggested that digital engagement is inherently negative. Some parents, especially in a generation that grew up in a post‑9/11 world where information is key, argued that the initiative could foster distrust toward technology.

4. Policy Implications – In an interview with the Al‑Jazeera (link included in the original article), a child‑rights activist noted that “any policy that limits children’s access to digital tools should be approached with caution, lest we deny them the very resources that could empower them in higher education and the job market.” He suggested that the ambassador’s approach was “naïve at best.”

Reactions from the Jordanian Community

In the days that followed, the Jordanian Ministry of Youth and Sports issued a statement in support of the initiative, emphasizing that “the goal is not to ban social media but to promote digital literacy and balance.” The statement, posted on the ministry’s official Facebook page, included a short video of a 10‑year‑old who said, “I want to learn how to use my phone for school and not just for playing games.” The ministry’s message was carefully worded to appear inclusive, stressing that the campaign was a “conversation” rather than a directive.

The Jordanian Embassy in Washington, D.C. also posted a tweet clarifying that “the Social Media Freedom Initiative is not an anti‑digital movement but a call for a healthier engagement with technology.” That tweet referenced the UNESCO guidelines on children’s online safety, which the embassy had previously cited in a 2021 policy brief.

The Diplomatic Fallout

While the backlash is largely limited to social media and a handful of opinion pieces, some analysts have noted that the incident could have implications for Jordan’s diplomatic standing. Jordan has been working to position itself as a progressive, moderate voice in the region, and Al‑Mamdani’s campaign was meant to signal that the country is actively addressing a pressing social issue. The controversy, however, may paint Jordan as a country that is still grappling with how to navigate the digital divide.

According to a report on Reuters, several U.S. lawmakers who are members of the Senate Committee on Foreign Relations have sent the embassy a letter requesting a clarification on the initiative’s goals. “We appreciate Jordan’s effort to address the issues of cyberbullying and mental health,” the letter read. “However, we would like to see a concrete plan that balances digital engagement with real‑world learning.”

A Call for Greater Transparency

In the final analysis, the controversy underscores the importance of transparency and consent in political campaigns that involve minors. The article’s author—who had followed Al‑Mamdani’s social‑media feed for years—concluded that “while the intention behind the Social Media Freedom Initiative may be well‑intentioned, the execution raises legitimate ethical questions.” He added that “future campaigns should involve parental approval and should avoid framing digital engagement as purely negative.”

What Comes Next?

Al‑Mamdani has not yet issued a formal apology or revised statement. In a brief email reply to the author, he wrote that he was “reminded by our team to double‑check all permissions before posting any campaign material.” He also announced that the initiative would be re‑branded as Digital Balance for Children, with a new campaign that would feature parents and teachers instead of children as the focal point.

As the debate continues, the incident serves as a cautionary tale for diplomats, policymakers, and social‑media strategists alike: a message that seeks to protect a vulnerable demographic must also respect the agency and dignity of that demographic. The Jordanian ambassador’s attempt to protect children from the perceived excesses of the digital age has, in the short term, sparked a conversation that may ultimately strengthen the very policies he seeks to promote.