Defunding Disinformation in the Balkans: How International Brands Support Russia’s Agenda

BFMI, in collaboration with the Center for Research, Transparency and Accountability (CRTA), explores how advertising revenues from major North American and European brands are funding and legitimising media outlets that disseminate disinformation on the Russia-Ukraine conflict, Kosovo and other divisive issues in the Balkans. The report calls on policymakers, civil society and the private sector to take concrete steps to ensure corporate advertising strategies strengthen independent media and democracy in the region 

December 2023

BFMI informed the brands mentioned in the report about the consequences of their advertising. One brand – Lidl Bulgaria – committed to seize advertising in Blitz.bg due to its constant promotion of pro-Kremlin propaganda. Similarly, Lidl Srbija has terminated its advertising partnership with TV Happy.

BFMI continues to campaign for the defunding of disinformation, briefing policymakers and corporates at the EU and country levels about the role of advertising in financing the Russian propaganda machine.  

Impact 

BFMI AT THE EUROPEAN PARLIAMENT

The findings of the report were introduced to European Parliament at a high-level discussion hosted September.

A summary and recording of the event can be accessed here.

Member of the European Parliament Andrey Kovatchev on the launch of the report:

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 disinformation on topics including:  

  • Kremlin narratives linked to the invasion of Ukraine;   

  • malign government propaganda;   

  • attacks on civil society, independent media, and political opposition; and

  • narratives undermining democratic values.   

Key findings