The Cradle

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 have to 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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Via https://thecradle.co/articles/israel-pours-730m-into-global-propaganda-machine-as-reputation-collapses