A high-level discussion at the European Parliament, co-hosted by the Balkan Free Media Initiative (BFMI) and MEP Andrey Kovatchev, revealed that advertising revenues from global brands play a crucial role in funding media outlets that disseminate disinformation on the Russia-Ukraine conflict and other divisive issues in the Balkans.
Titled “Defunding Disinformation in the Balkans: How International Brands Support Russia’s Agenda,” the event outlined how global brands and advertising agencies risk strengthening Kremlin influence, thereby contributing to a deteriorating information landscape in an already politically unstable region.
The event featured a panel of experts from the media and advocacy sector, including:
Peter Horrocks, former director of the BBC World Service and board member of BFMI
Raša Nedeljkov, program director, CRTA
Claire Atkin, founder and CEO, Check My Ads Institute
Oliver Money-Kyrle, head of Europe Advocacy and Programmes, International Press Institute (IPI)
Amid growing concerns over the impact of disinformation on security and democracy in the region, the panel emphasized the responsibility that the European Union, international brands, and advertising agencies bear in ensuring corporate advertising strategies do not contribute to the promotion of Russian influence and erosion of media freedom in the Balkans.
“Democracies must build an immune system to resist forces that are attacking democratic values, including through disinformation. The European Union must become a leader in protecting free speech while regulating the online sphere and promoting free media against disinformation.”
“Major global brands are spending hundreds of millions of euros on advertising with outlets in the Balkans that spread pro-Kremlin disinformation denying the Bucha massacre, linking NATO to an ‘apocalyptic group of anti-Russian crusaders’ and attacking the European Union. During this time of heightened tension, they have an important responsibility to ensure their investments do not contribute to the further erosion of media freedom, stability and democracy in this politically fragile region.”
“Advertising is the lifeblood of disinformation. In this case, as in many cases, American and European companies advertising in media that spread Kremlin disinformation in the Balkans likely do not know they are sponsoring these outlets. Global brands and policymakers must demand transparency and accountability from the middlemen – advertising agencies and ad-tech companies – that are monetising and amplifying disinformation.”