The ad was placed by Fact Check Armenia whose purpose as it clams is “to preserve and protect Turkish national identity and culture.” The website of the organization makes it clear that it refuses the systematic massacre of Armenians perpetrated by the Ottoman Empire. The add has a silent message seeking to spread that Armenians had a share of responsibility in what had happened in the past. 

The ad “Truth = Peace” includes a quotation from a former Armenian prime minister who expressed regret for not using “peaceful language”. In the upper right corner the add says “Stop the allegations,” implying that except Armenians, Turks, Arabs, and Kurds were killed in the war as well.

The Huffington Post contacted the Wall Street Journal to clarify the issue. In response to the enquiry the newspaper informed that it accepts rather large scope of statements, including those that have provocations. "We consider adds as a matter of taste. Different ideas and viewpoints expressed belong to the advertisers only,” said the publication.