What Cronenfeld really worries is that Americans are being bombarded with Israeli propaganda as they try to understand UNRWA’s role in the ongoing crisis. In addition to search ads, Israel is running video ads in the U.S. through Google that say “UNRWA is inseparable from Hamas” and “it continues to employ terrorists.” Public misunderstanding could further jeopardize support from the U.S. government, which was UNRWA’s largest donor until the war.
“There’s a very strong campaign going on to dismantle UNRWA,” Kronenfeld said. “With civilian lives being attacked in Gaza, we want the public to know what’s going on and how insidious it is.”
Google spokesperson Jacel Booth told WIRED that governments can run ads that comply with the company’s policies, and that users and employees can report suspected violations. “We enforce our rules consistently and without bias,” Booth said of the rules. “When we come across ads that violate our policies, we take swift action.”
The Israeli Foreign Ministry in New York acknowledged the incident but did not respond to multiple requests for comment over the past four months.
UNRWA takes action
UNRWA, which receives nearly $1.5 billion in aid each year, employs about 30,000 people and provides education, food and care to millions of Palestinian refugees in the Gaza Strip and nearby areas. Supporters of UNRWA say Israel is not pleased that the agency maintains refugee status for Palestinians, which they believe increases the chances of the Palestinians regaining occupied territories in the future.
For decades, Israel has accused UNRWA of protecting Hamas and enabling the U.S.-designated terrorist organization to indoctrinate generations with an ideology of hate, standing in the way of a lasting peace.
UNRWA has acted in response to Israel’s accusations. It has fired 13 staff members this year, including nine who monitors determined, based on evidence provided by Israel, may have been involved in Hamas attacks last year. The United States has suspended funding to UNRWA since January, but other countries that suspended funding to UNRWA this year, including Germany and Switzerland, have pledged to resume funding.
UNRWA Executive Director Philippe Lazzarini said the organisation plays a neutral and vital role in the region and is working on screening and training to keep Hamas sympathisers out of the organisation.
Kronenfeld, who is Jewish, said Lazzarini’s transparency and honest approach makes him feel comfortable in his role. He joined UNRWA’s U.S. branch in 2020 because his grandfather, who fled Nazi Germany, taught him that no one should ever again be brutalized because of where they were born. One of his efforts is to ramp up online advertising, aiming to generate at least $3.90 in revenue for every dollar spent.
The war has resulted in a return of $25 on every dollar invested this year, but competition from Israel on Google means UNRWA USA is winning fewer ad auctions and likely fewer users seeing its message.
In January, Cronenfeld and others complained to Google about Israeli ads with headlines like “UNRWA Supports Human Rights,” but a Google representative told them the ads had been removed without giving a reason. Google’s Booth said no policies had been violated.
By May, Israel had begun promoting the same content, but with slightly different wording — “UNRWA’s neutrality at risk,” “Israel sheds light on UNRWA’s problems,” and “Israel advocates for safer, more transparent humanitarian practices” — that more clearly foreshadowed what users would get if they clicked, according to screenshots reviewed by WIRED.
