International human rights NGOs utilize soft power resources to shape discourse on state compliance with the Laws of Armed Conflict (LOAC), as well as related policy decisions. The NGO impact is generally due to perceived expertise, credibility and commitment to universal principles. This article examines these factors in the NGO campaign in the UK calling for an arms embargo against Israel. NGO reports and activities created the basis for the July 2009 decision by the British government to cancel five military export licences. However, as shown, these reports contain problematic methodologies, inaccurate claims, and controversial interpretations of international law.