What Kronenfeld says truly worries her is that Americans are being exposed to Israel’s propaganda while trying to understand UNRWA’s role in the ongoing crisis. Beside the search ads, Israel has aired video ads in the US through Google that say “UNRWA is inseparable from Hamas” and that it “keeps employing terrorists.” Public misunderstanding could further jeopardize support from the US government, which until the war had been the largest donor to UNRWA.
“There is an incredibly powerful campaign to dismantle UNRWA,” Kronenfeld says. “I want the public to know what’s happening and the insidious nature of it, especially at a time when civilian lives are under attack in Gaza.”
Google spokesperson Jacel Booth tells WIRED that governments can run ads that adhere to the company’s policies and that users and employees are welcome to report alleged violations. “We enforce them consistently and without bias,” Booth says of the rules. “If we find ads that violate those policies, we take swift action.”
The Israel Ministry of Foreign Affairs in New York acknowledged but did not respond to multiple requests for comment on this story over the past four months.
UNRWA Takes Action
Using nearly $1.5 billion annually in donor support, UNRWA employs about 30,000 people to educate, feed, and provide care for millions of Palestinian refugees in Gaza and neighboring areas. UNRWA supporters say Israel doesn’t like that the agency preserves Palestinians’ refugee status, which arguably gives them a better shot at reclaiming occupied land someday.
Israel for decades has accused UNRWA of standing in the way of lasting peace by protecting Hamas and enabling the US-designated terrorist organization to indoctrinate generation after generation with hateful ideology.
The agency has acted in response to Israel’s accusations. UNRWA this year has fired 13 employees, including nine whom an oversight body determined may have been involved in last year’s Hamas attack based on evidence provided by Israel. The US has paused funding to UNRWA since January, while other countries that cut off dollars to the agency this year, including Germany and Switzerland, pledged to reopen the spigot.
UNRWA’s commissioner-general, Philippe Lazzarini, has said that his organization plays a neutral and vital role in the region and that it engages in screening and training to keep Hamas sympathizers out of its ranks.
Kronenfeld, who is Jewish, says Lazzarini’s transparency and good-faith efforts have left her feeling comfortable about her role. She joined UNRWA USA in 2020 because her grandfather had escaped Nazi Germany and instilled in her that no one should be brutalized ever again based on where they were born. Among her initiatives was ramping up online advertising, with the aim of bringing in at least $3.90 for every $1 spent.
Driven by the war, the return on investment has been $25 on every $1 spent this year, but the competition from Israel on Google has meant UNRWA USA is winning fewer advertising auctions and likely getting its message shown to fewer users.
After Kronenfeld and colleagues complained to Google in January about Israeli ads featuring headlines such as “UNRWA for Human Rights,” they say a company representative told them, without providing a reason, that the ads in question had been removed. Google’s Booth says there was no policy violation.
By May, per screenshots seen by WIRED, Israel was back to promoting the same content but with tweaked verbiage—“UNRWA Neutrality Compromised,” “Israel Unveils UNRWA Issues,” and “Israel Advocates for Safer, Transparent Humanitarian Practices”—that more clearly previewed what users would get if they clicked.
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