Israel pours $730m into global propaganda machine as reputation collapses
Experts agree that the mass spending on 'Hasbara' will
do little to reverse Israel's reputational freefall
MAY 1, 2026
Israeli lawmakers last month approved a sharp increase
in the 2026 public diplomacy budget, allocating roughly $730 million to the
global messaging apparatus, also known as “Hasbara,” according to a report by
the Jerusalem Post on 29 April.
Surveys point to a deepening collapse in international
support, as Israel’s genocide in Gaza and continued aggression toward its
neighboring countries have sent the Tel Aviv's reputation into freefall on the
global stage.
The funding accounts for more than four times the
previous year’s allocation, and forms part of a broader push led by
Israeli Foreign Minister Gideon Saar, who characterized the effort as a
strategic imperative, saying it should be treated “like investing in jets,
bombs, and missile interceptors” and calling it “an existential issue.”
The campaign spans large-scale digital outreach and
political engagement aimed at bending perceptions and influencing narratives
around Israel.
Around $50 million is being funneled into social media
advertising, and roughly $40 million is going toward flying in foreign
delegations such as politicians, clergy, and influencers as part of the
outreach effort.
Officials insist the strategy improves perceptions
abroad, with Israel’s consul general in Los Angeles, Israel Bachar, claiming
that “Everyone who returns from the country understands better and is more
supportive. But you must fly out a lot of people.”
However, polling data cited in the reports shows a
sharp collapse in public opinion towards Israel, particularly in the US.
A Pew Research Center survey found that 60 percent of US respondents now view Israel unfavorably,
with declines cutting across political, religious, and demographic groups.
Analysts and researchers dismiss the spending
outright, arguing it cannot offset the impact of Israel’s actions on the
ground.
Communication scholar Nicholas Cull said, “Our
conclusion was, it’s the policy, stupid,” referring to Israel’s policy of
genocide and apartheid, and its broader military conduct as a central pillar of
its expansionist agenda.
“Yes, you can do a lot with public diplomacy, and
there are strategies that could help on the margins. But they’re only going to
affect a small percentage, because the bulk of the impressions on issues that
people care about are shaped by the actual policies, not how well you sell
those policies.”
“The problem is that people don’t believe the state
anymore,” said Ilan Manor, another expert cited in the report, warning that
increased funding may expand reach but will not restore trust.
That push is reinforced by what Israeli officials
describe as a parallel “Eighth Front” – a so-called “Digital Iron Dome” that combines mass
reporting campaigns, AI-driven targeting, and coordinated influencer networks
to suppress dissenting content and flood platforms with state-approved
narratives in real time.
Israel had invested millions in coordinated digital
influence campaigns, including a $6-million contract to shape AI outputs, targeted Gen Z messaging, and large-scale ad buys,
in an effort to control online narratives and counter declining public support
in the US.
The country’s propaganda arm had previously deployed a
large network of at least hundreds of fake social media accounts and fabricated
news sites to spread unverified claims linking UNRWA to Hamas's 7 October Operation Al-Aqsa Flood in
order to undermine its humanitarian mission in Palestine.
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