ASA rules against Israel Tourism

An Israeli Government Tourist Office poster campaign that implied the West Bank, Gaza Strip and Golan Heights were internationally recognised as part of Israel has been ruled misleading by the advertising watchdog.

The Advertising Standards Authority received 444 complaints regarding the ad with Jews for Justice, the Palestinian Solidarity Campaign and members of the public among those challenging its facts.

The ad had the headline “Experience Israel” and the text “Few countries pack so much variety into such a small space as Israel” with an accompanying map that included the occupied territories of the West Bank, Gaza Strip and Golan Heights within Israel’s boundaries.

The Israeli Ministry of Tourism defended the campaign saying the map was “a general, schematic tourism and travel information map, rather than a political map”.

The ministry argued that the complaints regarding whether some areas on the map were internationally recognised were “political in nature and not relevant to a tourism ad”.

The ASA noted the ad’s aim was to promote tourism to Israel but pointed out that the border lines for the Gaza Strip and the West Bank were “faintly produced and difficult to distinguish” and ruled the ad could not appear again in this form.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here