Advertising in a War Zone: A Tale of Two Realities – As March 2026 begins, Lebanon faces its most significant historical challenge in four decades. With the Israeli attacks touching almost every corner of the country, hundreds of thousands of Lebanese from the regions under the influence of Hizbullah, are migrating from the South, to Mount Lebanon and the North, while many trying to flee the country through the Syrian borders.
The Conflict
Facing this unfortunate humanitarian crisis, the Lebanese public opinion is having a vertical split. You can easily witness a deeply polarized mix of emotions, political positions and convictions. Some argue that this war was never their choice and is only relevant to Iran who is using Lebanon as a pressure card. Others consider this war a must, a religious obligation and support to the Iranian regime.
Amid this conflict, and despite the expansion of the war zone, many Lebanese regions are still living what they describe it; “business as usual”. They are not affected by the attacks; they are not living the stress as others. It’s a very complicated, weird, and surreal situation. It is as if the country is at war, yet at the same time, it’s not. Some people feel they are at war, other don’t. A dilemma that you rarely see in other countries.
Now brands and businesses are just a reflection of the society. If you open Instagram, Facebook or YouTube, you will see a ton of Paid Campaigns (aka boosting). Ramadan content, running as usual. And this covers all industries. Beauty and cosmetics, real estate, Food & Beverage, delivery services, gyms, home decor and accessories, flowers, internet service providers, pet food and accessories, banking and financial services, nightlife, entertainment, fashion / clothing brands, and many others.
Is this Normal?
In Lebanon, « normal » is a highly subjective term. For a population that has endured decades of instability, compounded crises and long years of oppression by the ex-Syrian regime, continuing life amidst chaos is a deeply ingrained coping mechanism. This duality, where one region is under fire while another runs targeted ads for luxury real estate or the latest cosmetics, is a raw display of Lebanese resilience. It is a stubborn refusal to let the economy and daily life completely collapse.
For businesses, continuing operations is about survival, paying employee salaries, and keeping the economic wheel turning. Yet, for those directly affected by the violence, these ads can be seen as tone-deaf, highlighting a collision of two vastly different realities existing on a single screen. And many argue that either ways, the displaced people do not see their ads.
The Silent Approach
On the other side of the spectrum are the brands that have halted all their paid advertising and promotional activities. Are they right to do so? From an ethical standpoint, pausing campaigns is a gesture of solidarity and respect for the lives disrupted. It acknowledges the the situation. However, « going dark » is a luxury not every business can afford.
Ultimately, there is no perfect playbook for managing your business in a divided war zone. Whether a brand chooses to boldly push forward to survive or to step back, each decision reflects a country forever caught in a delicate balancing act. Lebanon remains a land of profound contradictions, where life, commerce, loss and gain, relentlessly share the same stage. As an Communication Expert, I tend to listen and understand our clients’ point of view and objectives. Sure we avoid stopping a performing campaign. It just kills the optimization, rewinds the learning phase, might drop the ROAS, and the brand awareness of course. But again, what is more important is the vision and the brand character.
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