The Israeli government is running a large-scale international social media campaign, costing NIS 174 million ($51.8 million), to promote its messages during the ongoing war in Gaza. The effort began in June 2025, following the outbreak of Operation Rising Lion in Iran, and will continue until the end of the year. Among other elements, the campaign features videos by Prime Minister Benjamin Netanyahu and the Foreign Ministry rejecting claims of “starvation in Gaza.”
The Government Advertising Agency (GAA) received a tender exemption in mid-June for major contracts with technology giants, including a NIS 90 million ($26.8 million) contract with Google, a NIS 60 million ($17.9 million) contract with YouTube, a NIS 10 million ($3.0 million) contract with X (Twitter), and a NIS 14 million ($4.2 million) contract with Outbrain (NIS 7 million/$2.1 million directly with Outbrain and another NIS 7 million/$2.1 million with Teads, with which Outbrain merged last year). The goal is to conduct an international awareness campaign for Israel across these platforms in response to mounting global criticism of its conduct in the Gaza war.
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Prime Minister Benjamin Netanyahu and IDF soldiers.
(Photo: Yontan Zindel/Flash90, IDF)
The contracts, which run for six months until the end of the year, were approved by the Accountant General. The request for exemption stated: “In accordance with operational and urgent needs, GAA promotes targeted campaigns in the international arena, making extensive use of digital media outside Israel. These suppliers are among the key entities with which GAA works on an ongoing basis, both in routine and in emergency periods, and they possess the necessary infrastructure and expertise to carry out the necessary information missions.”
The contracts cover advertising related to Operation Rising Lion as well as ongoing activities, primarily the purchase of airtime on digital platforms for government messaging.
The Prime Minister’s Office declined to comment.