It's not deceptive in any way. You're trying to assert an insane prescriptive standard for journalists, something which is completely unrealistic. If we actually tried applying this asinine logic of yours to pretty much any other headline, you'd see how ridiculous it is.

And just like the other poster has repeatedly told you, this does conform to the definition of a brand. You just don't feel like accepting it has more definitions than a burning iron, because of course you won't, because then you'd have to accept this insane dehumanisation Israel is doing to Palestinians, something which you're literally incapable of.

https://www.merriam-webster.com/dictionary/brand

: a mark made by burning with a hot iron to attest manufacture or quality or to designate ownership

(2): a printed mark made for similar purposes

No-one is making shit up, but you sure as shit are being apologetic about what Israel is doing. Almost as if you don't accept that Israel is committing crimes on humanity?