'Walla' Offered Itamar Ben Gvir an Advertising Campaign Worth 600,000 Shekels

Moments before the 2026 elections, as all parties work around the clock to assemble lists for the next Knesset, the 'Walla' website offered the Ministry of National Security, headed by Itamar Ben Gvir, to lead a comprehensive advertising campaign costing approximately 600,000 shekels. The campaign was intended to promote the expansion of standby squads—a central component of the minister's election platform.

The proposal, first revealed by 'Haaretz', included the production of articles, a documentary series, and a special broadcast. The project was planned to be produced by the site's own news department, which was simultaneously expected to cover the minister neutrally.

Project Scope and Content Distribution

The project, planned under the title 'On the Home Front', was intended to last for about three months, leading up to the election date. According to the proposal, the content was slated for extensive promotion across 'Walla's' social networks, the 'Hamal' application, and radio stations 99FM and 103FM (owned by businessman Eli Azur), alongside mandatory disclosure notices.

Sources within the editorial staff described the talks as an 'unprecedented event' and expressed resentment over a media outlet enlisting in favor of a politically identified ministry during an election period.

'Walla' stated that it does not comment on commercial matters. However, it emphasized that all marketing content includes a disclosure notice as required by law. They further clarified that no deal would be signed with a government ministry due to the proximity to the elections and the restrictions of the Election Law.

The Ministry of National Security stated:

'No proposal for cooperation with the 'Walla' website was presented to the ministry's spokesperson and information division, and the ministry acts as required in accordance with tender laws and the Accountant General's instructions.'