In a covert effort to shape public opinion and sow discord, a mysterious Israeli political marketing firm STOIC, with a minimal online presence has been identified as the orchestrator of a significant government-led information operation targeting the United States and Canada. This operation, ordered by the Israeli Ministry of Diaspora Affairs, emerged in response to the conflict between Israel and Hamas that began in October.
Coordinated Influence Campaign
Following the outbreak of war between Israel and Hamas, researchers detected signs of a coordinated influence campaign aimed at promoting pro-Israel narratives, disparaging Muslim communities in North America, and infiltrating the online spaces of media organizations, politicians, and public figures in the United States and Canada. The operation’s primary goal appeared to be the creation of discord and tension within domestic coalitions in North America that support the Palestinian cause.
The Role of STOIC
According to reports from The New York Times, the Israeli Ministry of Diaspora Affairs allocated at least $2 million for this effort, hiring the political marketing firm STOIC to execute the campaign. Despite repeated inquiries, the Ministry did not respond to questions about the operation.
The Influence-for-Hire Ecosystem
In recent years, Israel has seen the emergence of a robust commercial ecosystem of firms specializing in influence operations. These firms, often founded by former Israeli military officers, operate in a “gray zone,” advertising advanced technological capabilities without explicitly acknowledging their involvement in disinformation campaigns. Alessandro Accorsi, a senior analyst for social media and conflict at the International Crisis Group, notes that these companies maintain a level of plausible deniability for their state clients.
The Operation’s Mechanics
The campaign, operated by STOIC, was flagged by independent researcher Marc Owen Jones and the Digital Forensic Research Lab. They identified a network of over 160 accounts across Facebook, X (formerly Twitter), and Instagram dedicated to amplifying the message of an account called United Citizens for Canada. This account, which purported to represent concerned Canadian residents, aimed to foment anti-Muslim sentiment and highlighted supposed threats posed by Islamic movements in Canada.
Tactics and Techniques
The United Citizens for Canada account used manipulated photos and AI-generated text to promote Islamophobia in both Canada and the United States. The network spread false claims about Canadian Muslim immigrants imposing Shariah law and lobbied journalists to cover these fabricated issues, often using nearly identical language across multiple posts. Despite signs of inauthenticity, such as simultaneous account creation and frequent username changes, the network persisted in its efforts.
Meta’s Intervention
Meta, the parent company of Facebook, reported suspending or removing 510 Facebook accounts and 32 Instagram accounts related to the campaign. The company noted that while the operation saw limited reach on its platforms, it used North American proxy infrastructure to pose as local users. These accounts also utilized AI-generated profile photos and text for comments, reflecting the commercial firms’ ability to pitch and sell influence services to governments under the guise of advanced technology.
Broader Implications
The involvement of the Israeli government in such an operation raises critical questions about the role of democratic governments and commercial disinformation-for-hire firms in the broader disinformation ecosystem. David Agranovich, Meta’s senior policy director for threat disruption, highlighted how these services democratize access to sophisticated influence capabilities while obscuring the true client behind the operation.
Disinformation in the Digital Age
The campaign operated by STOIC sheds light on the growing trend of disinformation in the digital age. Social media platforms have become fertile ground for influence operations, where fake accounts and AI-generated content can sway public opinion and manipulate political discourse. The sophistication of these operations, often involving advanced technology and coordinated efforts, poses significant challenges for regulators and social media companies alike.
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The Israeli Government’s Involvement
The reported involvement of the Israeli Ministry of Diaspora Affairs in hiring STOIC for this influence campaign highlights a strategic approach to countering international criticism and support for the Palestinian cause. By outsourcing these operations to private firms, the government can maintain a level of plausible deniability, distancing itself from the direct implementation of disinformation tactics.
The Role of Former Military Officers
Many of the firms involved in influence operations in Israel are founded by former military officers, who bring their expertise in psychological warfare and strategic communication to the commercial sector. These firms operate in a legal and ethical gray zone, leveraging their military background to offer sophisticated influence services to state and non-state actors.
The Ethics of Influence-for-Hire Firms
The rise of influence-for-hire firms raises ethical questions about the role of private companies in shaping public opinion and political outcomes. While these firms advertise their services as legitimate marketing and public relations efforts, the reality often involves disinformation and manipulation, undermining democratic processes and societal cohesion.
Case Study: United Citizens for Canada
The United Citizens for Canada account serves as a case study in the tactics and impact of influence operations. By posing as a grassroots organization, the account was able to spread anti-Muslim sentiment and false claims, targeting vulnerable communities and exacerbating social tensions. The use of AI-generated content and manipulated photos further illustrates the sophisticated methods employed by influence-for-hire firms.
The Impact on Muslim Communities
The campaign’s focus on disparaging Muslim communities in North America had tangible consequences, contributing to the marginalization and stigmatization of these communities. By spreading false narratives and promoting Islamophobia, the operation sought to weaken support for the Palestinian cause and disrupt solidarity movements.
Meta’s Response and Challenges
Meta’s intervention in suspending and removing accounts related to the campaign underscores the challenges faced by social media companies in combating disinformation. Despite their efforts, the sophisticated tactics and use of proxy infrastructure by influence operations make detection and removal difficult. This highlights the need for ongoing vigilance and enhanced detection capabilities.
The Future of Influence Operations
The campaign operated by STOIC represents a glimpse into the future of influence operations, where advanced technology and AI play a central role. As these tactics become more sophisticated, the need for robust regulatory frameworks and international cooperation becomes increasingly urgent. Governments, social media companies, and civil society must work together to address the growing threat of disinformation.
The covert influence campaign orchestrated by the Israeli political marketing firm STOIC, under the direction of the Israeli Ministry of Diaspora Affairs, underscores the complex and evolving landscape of disinformation in the digital age. By leveraging advanced technology and private firms, the operation sought to shape public opinion and sow discord in North America, highlighting the ethical and regulatory challenges posed by influence-for-hire operations. As the digital landscape continues to evolve, addressing the threat of disinformation requires a multifaceted approach, involving collaboration between governments, technology companies, and civil society.
