Binance, the world's largest crypto exchange, used Twitter's branded hashtag feature to add a custom emoji to Twitter when people use the hashtags #Binance or #BNB. The hashtag closely resembled the Hindu swastika, though it's not clear if this was an intentional choice by Binance or a coincidence. The Hindu swastika is distinguished by the four dots within the arms of the symbol, and represents good luck and prosperity. Though Binance may have hoped the dots would distinguish it from the symbol used by the Nazi party, perhaps they (somehow) didn't realize that this distinction is not well-known to many particularly in the West, or that the single-pixel-wide dots are not particularly prominent at emoji size. In Germany the symbol is banned except when used in explicitly religious contexts; several German users confirmed they could see the hashtag.More than a few people expressed shock at seeing what they believed to be a hate symbol on their Twitter feeds from a large brand. The date of release only made things worse — April 20 is celebrated among fascists because it is Hitler's birthday. Tweets from Binance's official Twitter account and the Twitter account of founder and CEO Changpeng Zhao (known as "CZ") were quickly deleted, though the emojis remained. Several hours later, Binance changed the emoji to a globe with the Binance logo.
Twitter doesn't publicly list how much it costs to obtain a branded hashtag, though most articles I could find listed the price at around $1 million. I'm not sure if this is per hashtag or per emoji — the new emoji appears on several related hashtags.
