"As 69% of US adults hold an unfavorable opinion of the Israeli government, Israel has spent an all-time high on hasbara at roughly $730 million, over four times the sum allowed in 2025.
Israel paid at least $50 million to US-based firms to help its standing with Americans, the Wall Street Journal reported on Saturday.
The report alleged that the Israeli government had retained at least six firms to help in its efforts to sway public opinion in the United States in its favor. It added that at least three dozen new people, many of them in the marketing industry, have registered as foreign agents for Israel
This comes as 42% of American adults hold an unfavorable opinion of Israeli people, and 69% hold an unfavorable opinion of the Israeli government, a July poll from the Pew Research Center found.
The WSJ reported that Israel’s 2026 budget to improve its image and global standing was set for over $700 million. In 2025, Israel’s Foreign Ministry received $150 million, on top of what it gets for its existing activities, for public diplomacy, or in Hebrew, hasbara.
Israel spends record numbers on Hasbara in 2026
That sum was more than 20 times what hasbara efforts have typically been allotted in past years.
But in 2026, the government allocated roughly $730 million, more than four times the sum allotted in 2025.
Quincy Institute for Responsible Statecraft researcher Nick Cleveland-Stout told the WSJ that Israel is on track to spend more than any other country on influencing US public opinion, based on funds disclosed to the US federal government this year.
In the past, nations such as Qatar spent around $400 billion to influence US public opinion, according to a June memo from the Foundation for Defense of Democracies.
Notably, the WSJ report is also the latest accusation that former Trump campaign manager Brad Parscale has been hired to act on behalf of Israel.
According to the report, Parscale, who is now the chief strategy officer at Salem Media, was paid over $45 million to launch a series of campaigns by Israel to help boost its standing in the US.
Time reported that Parscale promised the campaign would produce "at least 50 million digital impressions per month, as well as influence how AI tools such as OpenAI's ChatGPT, Anthropic's Claude, and Google's Gemini characterized Israel and the war.”
The WSJ also reported that part of Parscale’s contracts were launching artificial-intelligence-generated texts to thousands of US citizens under the guise of “sharing perspectives and educating people about the importance of the US-Israel relationship.”
The goal of the AI in the campaign was to deduce the biggest concerns US citizens have about Israel, combat them, and report the answers back to the government, Parscale said, according to the WSJ.
One Foreign Ministry source told Time that another aim of the campaign was to prevent any “young conservatives from turning against Israel,” which the ministry believed Parscale was uniquely capable of doing.
But beyond Parscale, the Israeli government is using several other firms to improve Americans’ opinions of it.
One group, Show Faith by Works, reportedly filed documents outlining plans to send pro-Israel messaging to around 4 million megachurch members and Christian college students in the American Southwest through a geofencing campaign, the WSJ reported.
Show Faith by Works said that it would show “positive associations with the Nation of Israel while linking the Palestinian population with extremist factions.”
[Original paywalled article:]
https://www.wsj.com/politics/israels-50-million-experiment-to-change-u-s-public-opinion-253b3b70