In response to the backlash, Rife shared an Instagram story with a link that he said was his “official apology,” NBC News reported. However, he linked to a health website that sold special needs helmets.

E.LF. Cosmetics has issued an apology to fans after it was criticized for including controversial comedian Matt Rife in an advertisement. The 29-year-old actor has previously sparked controversy for his jokes, including one he made in 2023 about domestic violence, which was labeled “sexist” and “disrespectful.”