Israel Invests $50 Million in Digital Campaign to Counter Gaza Famine Narrative
In a controversial move, the Israeli government has reportedly allocated $50 million to a digital public information campaign aimed at countering the narrative of a forced famine in Gaza. This revelation comes from a joint investigation by Eurovision News and Spanish broadcaster RTVE, based on documents from Israel’s Exemption Committee. The campaign, running from June 17 to December 31, 2025, utilizes major platforms like Google, X (formerly Twitter), and French and Israeli advertising platforms Outbrain and Teads. The bulk of the funding, $45 million, is directed towards YouTube and Google’s Display & Video 360 platform, while X receives $3.03 million, and Outbrain and Teads share $2.12 million. This substantial investment underscores Israel’s commitment to shaping global public perception of the situation in Gaza.
The investigation, titled “The new front of war: Inside Israel’s digital ‘hasbara’ offensive,” exposes a multi-pronged strategy employed by the Israeli government to control the narrative surrounding the Gaza conflict. This strategy encompasses social media campaigns, paid influencers, and organized military tours, all designed to influence international opinion. The revealed documents, spanning from 2018 to July 2025, detail how Israel’s state-run advertising agency, Lapam, leverages Google and Meta’s advertising platforms to promote pro-Israel narratives and counter criticism of its policies and military actions in Gaza.
The core of the current campaign focuses on denying the existence of a famine in Gaza, striving to project an image of normalcy within the besieged enclave. This directly contradicts the findings of the Integrated Food Security Phase Classification (IPC), which has declared a famine in the region. To achieve this, Lapam has deployed numerous advertisements across Google, YouTube, X, Outbrain, and Teads showcasing bustling Gaza markets, seemingly contradicting the grim reality of food insecurity faced by its residents. This tactic raises serious concerns about the ethical implications of using public funds to disseminate information that potentially misrepresents the humanitarian crisis in Gaza.
Further investigation reveals a pattern of similar campaigns dating back to 2018. Lapam, according to the report, sponsored 2,000 ads in 2024, with 900 targeting domestic audiences and 1,100 aimed at international viewers in specific countries. This number has significantly increased in 2025, with over 4,000 ads run between January 1 and September 5, half of which targeted international audiences. This sustained effort highlights a long-term strategy to influence global perception of the Israeli-Palestinian conflict.
The use of these digital platforms allows for targeted advertising, enabling the Israeli government to tailor its message to specific demographics and geographical locations. This precision targeting raises concerns about the potential for manipulating public opinion and suppressing dissenting voices. The significant financial investment in these campaigns also raises questions about the transparency and accountability of public spending. Critics argue that such resources could be better allocated to addressing the humanitarian needs of the people in Gaza.
The revelations of this investigation underscore the growing importance of the digital battlefield in modern conflicts. Governments increasingly utilize online platforms to shape public narratives and influence international opinion. This raises critical questions about the ethics of such practices, the role of tech companies in facilitating these campaigns, and the need for greater transparency and accountability in government spending on digital influence operations. The case of Israel’s $50 million campaign highlights the potential for misinformation and manipulation in the digital age, emphasizing the importance of critical media literacy and independent verification of information.
