A recent study into Balkan media outlets and their transparency has found that major global brands are spending billions of dollars advertising on misinformation sites. The report, published by the Balkan Free Media Initiative (BFMI) and the Center for Research, Transparency, and Accountability (CRTA), NGOs based in Brussels and Belgrade, respectively, highlighted that major global brands send$2.6 billion to misinformation websites yearly.

The research focused on Serbia, a nation aspiring for European Union membership, and Bulgaria, an existing member state within the EU deemed especially susceptible to disinformation. According to the study, prominent North American and European brands, such as Lidl and Bosch, are providing financial support and credibility to media platforms that spread disinformation regarding the Russia-Ukraine conflict, Kosovo, and other contentious topics in the Balkans.

During a special European Parliament event organised in collaboration with MEP Andrey Kovatchev, the BFMI disclosed their preliminary findings regarding how advertising income from international brands plays a pivotal role in supporting media establishments that propagate disinformation.

Why does it matter?

Founded by Bulgarian journalist Antoinette Nikolova, the BFMI focuses on protecting access to free media in the Balkan region, where media freedom has deteriorated. The invisible hand of media censorship is slowly being revealed, highlighting the decline in media freedoms across the Balkans and the necessity for greater action to tackle shady commercial practices used to control media markets. The report has raised concerns about the impact of advertising on misinformation and the need for greater transparency and accountability in the digital advertising industry.