The German Federal Armed Forces (Bundeswehr) has significantly increased its spending on recruitment advertising since the onset of Russia’s invasion of Ukraine.
Budgetary allocations for attracting new personnel have risen from €35.2 million in 2022 to €58 million in the 2025 defense budget, which is expected to be finalized shortly. Further expansion is planned, with projected advertising expenditures reaching €70.5 million by 2026 – representing a doubling of spending since 2022.
A spokesperson for the Ministry of Defence indicated that the Bundeswehr is maintaining a competitive position despite a growing number of potential employers vying for talent. They emphasized the need for ongoing efforts to ensure recruitment advertising remains targeted, contemporary and effective. The strategy aims to attract not only young people exploring career options, but also individuals seeking a career change or skilled professionals interested in opportunities within the armed forces.
The increase in spending has drawn criticism from within the German parliament. Zada Salihovic, a member of the Left party (Die Linke), voiced concern about the escalating and targeted recruitment efforts aimed at young people. She highlighted the disparity between increased advertising expenditure and cuts to funding for education, social programs and youth initiatives. Salihovic also expressed apprehension that continuous recruitment campaigns risk normalizing military service.
The Left party fundamentally opposes the current advertising approach, arguing that public spaces, schools and recreational events are inappropriate venues for Bundeswehr recruitment. They advocate for critical engagement with topics such as war, armaments and security policy, rather than promotional campaigns.