An investigation conducted by Haaretz reveals the details of a covert pro-Qatar PR campaign orchestrated by key aides of Israeli Prime Minister Benjamin Netanyahu, aimed at reshaping global perceptions of Qatar, particularly in light of its controversial relationship with Hamas and its human rights record. The investigation uncovers how a sophisticated online campaign, supported by a network of fake social media profiles and fabricated websites, was used to influence public opinion in favor of Qatar during the 2022 World Cup.
The documents, obtained by Haaretz, show the inner workings of the campaign, which was part of an effort to counter growing international criticism of Qatar’s support for terrorism and its oppressive labor conditions, particularly concerning migrant workers involved in the construction of World Cup infrastructure. The campaign, named Project Lighthouse, involved the creation of dozens of fake social media accounts, or “avatars,” which were used to post pro-Qatar content on social media platforms like X (formerly Twitter). These avatars were designed to appear as independent voices but were actually part of a coordinated campaign orchestrated by Netanyahu’s aides.
The investigation points to two of Netanyahu’s key advisers, Yonatan Urich and Srulik Einhorn, as the architects of the campaign. Both worked through their consulting firm, Perception, which was responsible for crafting the messaging and overall strategy. The execution of the campaign was carried out by another Israeli firm, Koios, founded by Ella Tkach-Dreazen, Ory Segev, and Brigadier General Eli Ben-Meir, a former head of research and analysis at the IDF’s Intelligence Corps. Koios, which markets itself as a fraud prevention firm, played a key role in operating the network of avatars and managing the online content push in favor of Qatar.
According to the documents, the avatars shared content from multiple pro-Qatar outlets, including a blog and a seemingly legitimate news site called Worldwide & Business News, which were both created to serve the interests of the campaign. These online platforms were used to spread narratives that painted Qatar in a positive light, such as its role in hosting a successful World Cup, its efforts to provide aid to Gaza, and its mediation in international conflicts. The websites were specifically set up to give the appearance of independent news sources while promoting the official messaging of the campaign. The reports, many of which were published in the run-up to and during the World Cup, were used to counter criticism regarding Qatar’s treatment of workers and its controversial political connections.
In addition to the use of avatars and fake news outlets, the campaign also relied on manipulating online discussions by deleting past posts and tweets once the content had served its purpose. For example, tweets from avatars like “Ella Gregory” and “Denise Webster” praising Qatar’s role in mediating hostage negotiations were later removed after they had been shared widely. This deletion of past content was a common tactic used by Koios to cover their tracks and avoid further scrutiny. Haaretz researchers and social media experts documented these efforts, noting the strategic changes made to delete tweets and shift handles in order to obscure the campaign’s activities.
The documents further show that the campaign wasn’t limited to social media manipulation. It also included paid promotions of articles that portrayed Qatar as a responsible and progressive nation, particularly in areas like labor rights. One such article, for instance, praised Qatar for its handling of the COVID-19 pandemic during the World Cup, claiming that its strict protocols had minimized deaths and ensured public safety. These reports, often amplified by the avatars, were strategically placed on the internet in order to gain traction and increase Qatar’s credibility.
However, the impact of the campaign seems to have been limited. According to the findings of Haaretz and the social media researchers at ActiveInfo, the avatars did not generate significant engagement from real users, suggesting that the campaign failed to gain the widespread public support it sought to create. Despite this, the operation revealed the sophisticated nature of the pro-Qatar efforts, which extended beyond social media manipulation to include the covert dissemination of biased news stories and online influence techniques.
The documents also hint at the broader scope of Qatar’s attempts to influence public opinion in the West and reshape its image globally. These efforts were part of a larger strategy to transform Qatar’s image from a conservative monarchy with a questionable human rights record into a progressive regional player. This goal aligned with Qatar’s broader international PR strategy, which had been exposed through the Qatargate scandal, where it was revealed that Qatar had employed extensive lobbying efforts, including funding think tanks, sports PR initiatives, and even bribing European politicians in a bid to improve its global standing.
Haaretz’s investigation also uncovered troubling details about the individuals behind the campaign. One of the key figures, Idan Shance, whose email address was linked to the registration of the Worldwide & Business News site, was identified as a former member of Israel’s military intelligence. His involvement in the project raised questions about the connections between Israeli military and intelligence officials and the manipulation of online content for political purposes. Shance’s name was removed from Koios’ website after Haaretz reached out for comment, though it later reappeared. The investigation also detailed how these tactics were used to influence specific target audiences, such as German football fans, to increase Qatar’s positive image during the World Cup.
The operation’s complexity and the way it intertwined with Netanyahu’s own political interests were also revealed. At the time of the campaign, Netanyahu was in the midst of a personal political battle to regain the premiership. The campaign’s timing, alongside his political comeback, indicated how closely these PR efforts were linked to Netanyahu’s broader political objectives, particularly in relation to Qatar’s role in Israel’s foreign policy and its financial support for Gaza.
Despite the denials from Perception, Koios, and the individuals involved, the investigation paints a clear picture of a carefully orchestrated online campaign designed to manipulate global discourse. Haaretz‘s findings add another layer to the ongoing revelations about Qatar’s influence operations and the tactics used by political consultants and firms to shape international perceptions. The full scale of this covert PR war, which involved not only social media manipulation but also the creation of false narratives in news outlets, has raised concerns about the ethics of modern political influence and the growing role of digital tactics in shaping global discourse.
This scandal, which also intersects with other ongoing investigations, serves as a stark reminder of how easily public opinion can be manipulated in the digital age, with political figures and powerful nations employing shadowy firms and covert methods to alter the perception of global audiences.
