During the period from January to March 2025, the Western Balkans information ecosystem experienced waves in well-coordinated and emotionally charged disinformation campaigns. These campaigns were strategically focused on tragic events and public crises, using them to provoke outrage, undermine trust in institutions, and revive old anti-Western sentiments. Disinformation actors framed these crises as symptoms of a deeper collapse linked to Western influence or neglect and failure of democracy to deliver a functional system.
One key trigger was the suspension of U.S. foreign assistance, including the work of the United States Agency for International Development (USAID) to several countries, which foreign malign actors interpreted as a sign the West was stepping back from engagement in geopolitical developments. Disinformation networks seized this moment to push the narrative that Western support is inconsistent, politically motivated, and ultimately self-serving. Russian-aligned actors amplified this message to stoke divisions and feed into growing skepticism about Western intentions.
Anti-Western rhetoric became more entrenched, with narratives painting the U.S. and NATO as culturally incompatible and manipulative forces in the region. With Donald Trump’s return to power, these narratives evolved. For some, Trump represented a break from liberal Western norms and a possible force for global peace; for others, his reappearance only highlighted the instability of Western politics.
In parallel, tragic events in North Macedonia, Serbia, and Montenegro shook the region leaving behind scenes of immense damage and collective grief. Similar to Serbia after the Novi Sad disaster that resulted in 16 deaths in November, the sudden death of 62 young people in fire in North Macedonia in March caused strong emotional reactions and outpouring of solidarity from neighboring countries. As the grief turned into public protests demanding responsibility, governments responded with denial and counter-narratives, often labeling demonstrators as Western or opposition puppets. In Serbia, comparisons to other pro-democracy uprisings labeled “Color Revolution” gained traction, suggesting a deliberate attempt to delegitimize civic activism, reusing methods employed by Kremlin proxies since 2004.
Even though the Ukraine war was no longer top headline news, it remained central to disinformation efforts. Old tropes resurfaced, false claims about Nazism, distorted portrayals of Ukraine’s President Zelensky and misleading peace narratives. Russian officials played an active role in the discourse, particularly around Kosovo-Serbia tensions, positioning Russia as Serbia`s more reliable strategic ally than the EU or NATO. Most mainstream Balkan media continue to quote their statements containing disinformation without verification.
Meanwhile, skepticism toward the EU is continuously growing, especially in countries like Montenegro and Albania, which are closest to accession. Disinformation painted the EU as slow-moving and meddling in regional affairs, often using North Macedonia blocked accession as an example of EU or Western hypocrisy. In places like Bosnia, Serbia, and North Macedonia, these messages framed the EU as coercive with demanding political concessions in exchange for vague promises of progress, and even questioned whether EU integration would improve lives.
Overall, disinformation actors used emotional moments and geopolitical developments to expand influence and deepen distrust toward institutions, the West and democracy itself. Their goal wasn’t just to mislead, but to exhaust the public’s belief in change, progress, and the idea that the West is a reliable partner, thus weakening the region`s resilience.
