Analysis |

Attention Facebook and Outbrain: Paid Content Is Now Political Ads in Israel

Israel's Central Election Committee made a landmark ruling: promoted content online - even to real news reports - is political advertising

If you are an Israeli and have browsed Haaretz’s Hebrew website two weeks ago, you might have run across an article smearing the right-wing Yamina party and its leader Natfali Bennett. The article was not published by Haaretz or one of its writers, but was rather paid content. Appearing in one of two boxes operated by the content promotion company Outbrain, one click would take readers to articles on other sites (in this case, either the Mako website or the Srugim site which caters to religious Israelis).

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