As in previous Israeli elections, the parties running for the Knesset are airing campaign spots that glorify their purported achievements or attack their rivals. While the impact of these videos on the electorate is questionable, it's quite clear that so far, they seem to be defining the current electoral race.

In the pre-Internet days, the contending parties used to produce video clips for airing on TV in a series of broadcasts scheduled just ahead of the elections. Each party aired its own clip, contrary to the practice of some other counties, like Sweden, where one broadcast includes interviews with representatives of all the contending parties. Under the election law, each party was allotted broadcasting time for campaigning on the public TV and radio channels for about two weeks before the election. The time slot allocated to each party was compatible with its size in the outgoing Knesset: Seven minutes per party, plus two minutes for each incumbent Knesset member representing the party. A new party got 10 minutes.

The Israeli Central Election Committee supervises and authorizes these ads. But the monopoly over the campaign broadcasts, previously in the hands of the state TV and radio channels, has been undone in recent years by the social media, and so regulation and supervision by the authorities over the contents of these clips has weakened.

Avi Goth, senior strategic adviser and CEO of Concord Strategic Solutions, told Al-Monitor, “The new concept of election campaign video clips is beyond the supervisory power of the Central Elections Committee, and this triggers high creativity in the absence of regulatory restrictions.”