Walla Offered Nearly $170,000 Campaign to Israeli National Security Ministry Ahead of Elections
Walla, a major Israeli news and content platform, proposed a content campaign worth approximately 600,000 shekels (around $170,000) to the Ministry of National Security to promote the expansion of civil defense squads led by Minister Itamar Ben-Gvir. The proposal, reported on Monday by Haaretz, included a three-month campaign starting next month and running until just before the upcoming elections. The campaign, titled "On the Home Front," was to feature articles, a documentary series, and a special broadcast highlighting the activities and contributions of the civil defense squads established since October 7 to Israel's security.
According to the report, Walla's news team would have produced the content with clear disclosure that it was sponsored by the Ministry of National Security. The campaign was also planned to be promoted on Walla's social media channels, the Hamal app, and radio stations 99FM and 103FM, all owned by businessman Eli Azur. A source familiar with the proposal described the initiative as unprecedented, noting the unusual nature of a news outlet that regularly covers Ben-Gvir and his ministry simultaneously producing paid promotional content for one of its key projects.
Walla's commercial department initiated contact with the ministry, presenting data on the website's reach. The approach reportedly occurred as the Knesset was about to dissolve and election dates were already known. A senior Walla official stated the campaign is unlikely to proceed due to the proximity of the elections. Walla emphasized that any sponsored content includes legal disclaimers and that no deal with a government ministry would be made close to elections, in compliance with election laws.
The Ministry of National Security denied receiving any official cooperation proposal from Walla's commercial team, stating that no such offer was presented to its spokesperson and communications department. The ministry also affirmed it operates according to procurement laws and regulations. Although discussions took place, no agreement was signed, and the campaign has not been launched.
