A recent investigation has revealed that Meta allowed dozens of paid advertisements promoting fundraising for Israeli military units to run across its platforms. These ads appeared on Facebook, Instagram, and Threads. Each of them sought donations for equipment such as drones, tripods, and other tactical items used by Israeli Defense Force battalions.
The research was conducted by Ekō, a global consumer advocacy group. Their findings pointed to at least 117 ads that had been active between March and July 2025. These included appeals for direct support from groups claiming to represent IDF combat teams. One ad requested tripods for a sniper unit operating in Gaza, while others asked for funds to replace damaged equipment. Many of these ads remained visible even weeks after publication.
Meta Removed Ads Only After Being Notified
This is not the first time Ekō has flagged such content to Meta. In December 2024, the group had reported nearly 100 similar ads. While Meta removed several of those posts at the time, Ekō observed that new campaigns were launched soon after, often by the same publishers and using nearly identical language.
Following outreach by Ekō and media partners, Meta responded by removing the new batch of ads. The company later stated that these removals were related to missing disclaimers, which are required for political or issue-related advertising. Meta's internal guidelines specify that such content must identify who is responsible for the ad, especially when it relates to social causes or elections.
Ads Linked to Civilian Drones Used in Conflict Zones
Out of the ads documented by Ekō, at least 97 mentioned specific models of quadcopters that are normally used for photography. However, reports from +972 Magazine indicate that these drones have been adapted by IDF units to carry grenades, due to their affordability and ease of modification.
The drones in question are typically produced by Autel, a Chinese manufacturer. They are significantly cheaper than standard military drones. Interviews with Israeli soldiers suggest that many of these units were obtained through private donations and online fundraising, including through Facebook groups.
Two Campaigns Raised Over $2 Million Combined
Among the ad publishers identified, one was a nonprofit group called Vaad Hatzedaka. Its donation page listed two Autel drone models as part of its fundraising goals. As of mid-July, the campaign had collected more than $250,000 out of a $300,000 target.
Another campaign was managed by Israeli singer Mayer Malik. His page offered sponsorship opportunities for various tactical items, including a thermal drone. Public records show that his fundraising efforts have collected over $2.2 million to date.
Policy Violations and Legal Risks in Europe
Meta's advertising policy restricts content that promotes the sale or distribution of weapons, ammunition, or related gear. Although Meta acknowledged that these ads violated its platform rules, the company clarified that the takedown was due to missing political disclaimers, not necessarily because of the military-related content itself.
The ads may also raise legal concerns under European law. Ekō believes they could violate parts of the EU's Digital Services Act, which requires platforms to remove illegal content. In the United Kingdom, charities are not permitted to raise funds for foreign militaries. Earlier this year, a London-based organization was formally warned by the Charity Commission after supporting an IDF soldier through fundraising. UK authorities stated that such efforts are not allowed under current regulations.
Broader Concerns About Meta’s Oversight Practices
Ekō expressed concern that Meta continues to act only after being contacted by external watchdogs or journalists. In their view, the platform lacks an effective system to prevent such content from appearing in the first place.
This episode adds to a broader history of criticism aimed at Meta’s enforcement systems. The company has faced repeated accusations of inconsistent or delayed moderation, especially in conflict-related contexts. In previous years, the platform was accused of allowing harmful and dehumanizing content targeting Palestinians during military escalations. Similar failures were documented in other countries, including Myanmar, where Meta’s platforms were found to host hate speech and calls for violence that contributed to real-world harm.
This latest case follows that pattern. It underscores growing concerns about whether Meta applies its content standards evenly across regions and topics. The presence of paid ads soliciting donations for military equipment, despite clear policies and legal frameworks, has raised fresh questions about the company’s commitment to neutrality and rule enforcement.
H/t: TG / 972mag
Notes: This post was edited/created using GenAI tools.
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