Sydney Sweeney is facing possible legal scrutiny following a promotional stunt involving the Hollywood sign, one of Los Angeles’ most protected landmarks. The actress and entrepreneur allegedly climbed onto the site and hung bras on the sign while promoting her new lingerie brand, an act that reportedly did not receive prior authorization.
According to statements attributed to the Hollywood Chamber of Commerce, which owns and manages the Hollywood sign, no permission was granted for anyone to touch, climb, or alter the sign in any way. Any physical interaction with the landmark requires explicit approval, and unauthorized access is considered a serious violation due to the site’s historical significance and strict preservation rules.
While no official charges have been confirmed yet, legal experts note that such actions could potentially fall under trespassing or vandalism laws, depending on how authorities interpret the incident. Even temporary alterations, including hanging objects for promotional purposes, can be viewed as defacement under California regulations if done without consent.
The Hollywood sign has long been protected from stunts, pranks, and advertising attempts. Over the years, several individuals have faced penalties for climbing the sign or altering it without permission, reinforcing the Chamber’s zero-tolerance approach.
Sweeney has not publicly commented on the situation so far. The stunt appears to have been part of a marketing push for her lingerie venture, leveraging shock value and cultural visibility. While the campaign generated significant online buzz, it has also raised questions about where promotional creativity crosses into legal risk.
Public reaction has been mixed. Some fans praised the bold marketing move, calling it edgy and attention grabbing. Others criticized it as irresponsible, pointing out that the Hollywood sign is not a billboard and should not be used for commercial promotion.
At this point, it remains unclear whether formal charges will be pursued. The Hollywood Chamber of Commerce has historically worked with law enforcement to investigate similar incidents, but outcomes vary depending on intent, damage caused, and cooperation from those involved.
As brands and celebrities continue to push the boundaries of experiential marketing, this situation highlights the fine line between viral promotion and violating protected public landmarks. Whether this results in legal consequences or a warning, it serves as a reminder that even in Hollywood, some icons are strictly off-limits.