Monitoring conducted by the network members of the Western Balkans Anti-Disinformation Hub during the third quarter of 2024 indicates a clear influence of global disinformation trends on the Western Balkans (WB), associated with major events affecting public debates. Disinformation campaigns promoting the goals of anti-democratic forces persisted in the region, with damaging narratives swirling around anti-EU/anti-West sentiments, Russia’s war against Ukraine, and the long-standing Kosovo-Serbia tensions. Elections in Bosnia and Herzegovina (BIH) and snap elections in Montenegro only added fuel to the fire, while anti-gender rhetoric reached a fever pitch during the Paris Olympics.
The key storyline promoted by Foreign Information Manipulation and Interference (FIMI) actors has not changed: the West is painted as a villain, accused of pulling the strings in the local issues of other sovereign nations. NATO or EU memberships are framed as selling out sovereignty, while BRICS (or Russia or China) is hailed as a champion or an alternative.
The spotlight remained on Ukraine war disinformation, even as media interest shifted to the Olympics. The usual narratives blaming NATO for the conflict and glorifying Russia dredged up old, debunked claims, such as depicting Ukraine as run by neo-Nazis. Meanwhile, the forced closing of the “Mirëdita, dobar dan” peace festival in Belgrade and the reopening of Mitrovica’s Ibar Bridge provided fresh fodder for anti-West conspiracies connected to Kosovo-Serbia relations.
Narratives against gender equality hit their peak due to numerous conspiracies around the Olympics. Efforts to promote inclusivity and equality were labeled as “satanic,” and baseless claims about athletes, like Algerian female boxer Imane Kelif being transgender, spread rapidly. Much of this disinformation originated from Russian networks, exploiting cultural sensitivities to stoke division globally, particularly among traditionally socially conservative Balkan audiences.
Domestic Balkan actors influenced by FIMI also used disinformation to impact the process and outcomes of municipal elections in Bosnia and snap elections in Montenegro. Fake polls and fabricated research misled voters and smeared political opponents, further deepening rifts in an already polarized environment.
This wave of disinformation feeds on unresolved conflicts and cultural fault lines, sowing deeper polarization, mistrust, and division. It must be countered by refocusing public debate and policymaking on open dialogue and a commitment to building stronger, more resilient communities.
This report is based on a continuous monitoring process of online media perused by the audiences in Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia and Serbia, which also includes monitoring of social networks.
