However, since so many Pepe the Frog memes are not inherently prejudiced, it is critical to assess meme use primarily in context. Simply uploading a Pepe meme does not imply that someone is racist or a white supremacist. However, if the meme is racist or anti-Semitic in origin, or occurs in a setting with prejudiced or offensive language or symbols, it may have been utilized for malicious intentions. In the autumn of 2016, the ADL joined up with Pepe inventor Matt Furie to launch the #SavePepe campaign, with the goal of reclaiming the symbol from those who use it with malicious intent.
