Robert De Niro is promoting the WELL Health-Safety Seal alongside celebrities like Lady Gaga, Jennifer Lopez, Venus Williams, and Michael B. Jordan in a commercial directed by Spike Lee. The initiative, created by the International WELL Building Institute (founded by a former Goldman Sachs partner), offers a seal for properties meeting COVID-19 safety standards, with fees ranging from $2,730 for small businesses to $12,600 for large venues like Yankee Stadium.
Companies must comply with 15 out of 22 standards to earn the certification, which includes measures like fragrance-free hand soap, indoor smoking bans, and air filter inventories. Critics argue many requirements overlap with existing laws, such as NYC’s smoking ban and restaurant inspection grades, and claim certifications are simplistic. The process involves document review rather than on-site inspections, raising skepticism about its rigor.
The ad, featuring nine mentions of “safety,” aims to reassure the public about visiting participating locations, though the seal includes a QR code detailing specific standards met. The program originated from Delos, a company with ties to investors like Bill Gates. It remains unclear how much the celebrities were paid for their endorsements. As of publication, nearly 600 NYC buildings display the seal, but the ad’s fine print states it does “not guarantee that a space is safe or free from pathogens.”