Author: WeBalkans

Dealing with disinformation is the biggest challenge nowadays. False information puts people’s lives in danger. How can we detect them?  During the three days of work at the Fact Content Lab in Podgorica, organised within the WeBalkans Facts Come First Campaign, journalists, fact-checkers, and producers from across the Western Balkans tried to find answer to this question.

  The people of Kosovo were warned, in May 2019, that a woman is after their children and kidnaps them. The warning, spread on social media all over the country, was illustrated with the picture of NN. The news spread very fast, and people started to panic. What happened the next day was that NN got attacked  by a group of people in broad daylight, on the town square in Lipjan, Kosovo. The attackers believed she had kidnapped and continued to kidnap children. NN was not the only victim in the region. Last year, in 2024, Serbia and the region were shaken with the news that a young girl named Danka Ilić disappeared. Soon after she went missing, the authorities arrested two men suspected of her murder. The media soon published a photo of the alleged murderer, an older man wearing a jacket with a yellow collar and smiling.  His picture was everywhere.  But in real life, the man in the picture wasn’t accused of anything nor did he have any connection to the case. Some journalists simply took the photo from the Facebook profile of a man that happened to have the same name as one of the suspects and falsely presented him to the whole region as a man who killed a two-year-old girl in cold blood. Another case was also the story of N.I, a journalist from Serbia, who felt like her life changed forever after an intimate footage of her was disseminated through a Telegram channel, without her consent. These stories represent three forms of information manipulation: disinformation, misinformation and malinformation. According to the website of Media Defence, an organisation dedicated to legally assisting journalists:

• disinformation is false information that is spread intentionally with the aim to cause harm
• misinformation is false information that is not disseminated with the intent to harm
• malinformation is true information but spread to harm individuals or groups.

These types of manipulations always existed, but nowadays it seems that people deal with them more, especially with the rise of social media. According to the data from the 2024 Youth Survey conducted by the European Parliament, social media is the primary source of information on political and social issues for 42% of the European Union (EU) youth aged 16 to 30, while television serves that purpose for 39% of respondents of the same age. According to the data, the younger the person, the more likely they are to use social media as the primary source of information. The survey also showed that the majority of the respondents believe that they have been exposed to disinformation in the week before taking the survey, and that the majority also believe that they can recognize it. Young people and media professionals from the Western Balkan are familiar with examples of disinformation, misinformation and malinformation from their own countries. As they mentioned during the interviews, dealing with them is difficult. “Since we have a lot of information nowadays, we encounter a lot of unnecessary information that we scroll quickly away, especially on social media and online portals. This is also one of the additional reasons why people do not pay attention to details and do not question everything they see” said Emina Balota, a Young European Ambassador from Montenegro. For youngsters in the region, falsehoods are becoming a daily problem. Emina Odobašić, a university student from Bosnia and Herzegovina, feels that young people in her country are not well versed to recognize all kinds of incorrect information. “I try to fact-check what I see and avoid sharing things too quickly. Young people are more aware now, but many still share things without checking, especially if it supports their views.” The same problem is also faced by the journalists who have to report on a daily basis from their country. For Neda Dimova-Prokić, a journalist from North Macedonia, it is necessary that media literacy should be a part of the general education curricula. “Media literacy needs to be raised to a higher level, and teachers themselves need to be trained on how to present this to children from an early age. Critical thinking should be encouraged in schools and at home, and through examples, children should be guided to think critically.”. The importance of media literacy and critical thinking is not lost on those who have experienced the effects of disinformation, malinformation and misinformation on their own skin. Vullnet Krasniqi, journalist from Kosovo was targeted by disinformation for years, especially when he was part of the Big Brother reality TV show in Pristina. “One vivid example was during and after my time on Big Brother, when online narratives—often driven by clicks, algorithms, or even bad intent—were built around selective truths or outright fabrications about my identity, my opinions, or my relationships.” There are several options to fact-check content through online tools and platforms.  Jona Cenameri, a journalist from Albania, relies on various fact-checking platforms.  “I believe young people have different approaches when it comes to fake news. And the decrease in attention span is making it so that these pieces of news, by staying only briefly on their screens, don’t become subjects of deeper reflection, but instead pass by without much thought about their truthfulness.” False content can impact people at home or abroad.  Elena Prnjić, a social media manager for a fact-checking website from Serbia sees several ways to deal with this problem.  “Manipulative narratives are really dangerous all over the world, not just in Serbia. And there are multiple ways of dealing with them. One part of the public already has a deep mistrust in the media, and therefore often doesn’t automatically ‘fall for’ manipulations and disinformation. Those less digitally and media literate tend to believe such manipulations and disinformation without critical thinking. And there are also those, although rare, who are unsure and wish to investigate further. They do the research by themselves, or they consult experts – such as fact-checkers.” “Re-Setters” group at the “Fact Content Lab” workshop in Podgorica   The spread of disinformation, misinformation and malinformation is something that is beyond the control of individuals, but something that might be managed by collective effort. Still, each individual owes their communities, be them physical or digital, the effort of doing at least a minimal check before spreading the news around. For the young woman that was attacked in Kosovo, the falsely accused man from Serbia and the journalist targeted by malicious Telegram channels manipulative claims are not just pieces of content they scroll through, but things that negatively impacted their lives. In order to prevent such cases in the future – decode before you share. The content of this article does not reflect the official opinion of the European Union. Responsibility for the information and views expressed lies entirely with the authors.   AUTHORS: Vjosa Cerkini, Journalist Hyrije Mehmeti, Fact checker Nerma Šehović, Fact checker Giorgina Roci, Influencer Kleidi Memo, Young European Ambassador

PODGORICA – The European Union, as a political community that upholds the highest standards of human rights and values, is frequently targeted by various actors who, through the dissemination of negative narratives, aim to undermine citizens’ trust in the institutions of this union.

Social networks and dubious media outlets without imprints or professional journalistic standards in Western Balkan countries attempt to manipulate public opinion by appealing to emotions and political developments, turning sentiment against the fulfilment of European standards and the implementation of reforms.

The most common themes found on such websites and social media pages concern the rights of the LGBTQ population and alleged EU efforts to alter traditional norms that the people of the Western Balkans strongly cherish.

Claims are also often made that EU membership would undermine economic standards and lead to the exploitation of natural resources and other economic potentials in these countries.

One Facebook page from Croatia, with around 1,500 followers, claims that Croatia was economically better off while it was part of the Socialist Federal Republic of Yugoslavia than it is today as an EU member.

“Interpret this as you wish, call me a Yugoslav and attack me, but it must be said: Yugoslavia was a sovereign state, unlike Croatia. Decisions were made by the Croat Josip Broz, not by Brussels or foreign embassies. We had agriculture, shipbuilding, industry, top-tier films and series, and an unmatched music scene. We also had demographic growth and some semblance of moral values, as Western materialism, Coca-Cola culture, promiscuity, liberalism, radical feminism, etc., had not yet arrived. We had optimism in society, smiling faces on the streets, and belief in a better tomorrow,” the post reads.

However, the facts tell a different story, as Croatia received €25 billion from the EU from its accession until the end of 2024, which is about four times more than it contributes.  Croatia has a total surplus of € 16.36 billion as the difference between the funds paid to Croatia and its contribution to the EU budget, the Regional Development and EU Funds Ministry’s State Secretary, Domagoj Mikulić, told the parliament on Thursday. The funds withdrawn are four time highers than the country’s contribution to the EU funds since Croatia joined the EU until the end of 2023, said HSLS MP Dario Hrebak during a parliamentary debate, adding that this is also a good message to Eurosceptics.

This money not only helped Croatia improve its standard of living but also to implement reforms that enhanced quality of life. According to EU data, it is clear how much countries have benefited from EU membership.

Another example from the aforementioned propaganda Facebook page tries to establish a narrative that alleged changes in traditional family dynamics within EU member states are leading to the “feminization” of European men. The author refers to media reports claiming that French President Emmanuel Macron was allegedly slapped by his wife.

“The ridiculous EU’s leader was slapped last night by his wife. Can you imagine Putin or Xi getting slapped by their wives? You can’t. And that’s one reason why the decadent EU (unlike the East) is sinking deeper economically and politically. That’s part of the answer to why the EU has become an irrelevant actor in global affairs,” says the Facebook post.

Yet, all such claims are demystified by the clear rules written in the EU’s Founding Treaty.

Article 3 of the Treaty on European Union explicitly states that “the EU shall combat social exclusion and discrimination, promote social justice and protection, equality between women and men, solidarity between generations, and the rights of the child.”

Disinformation narratives are also present in Western Balkan countries that are in the process of joining the EU, such as Montenegro.

The pro-Russian portal IN4S, which, according to some polls, is the sixth most-read in the country, often spreads similar or identical controversial content.

In one of its articles, IN4S claims that “The city of Rijeka has introduced Health Education as a pilot project in six primary schools,” allegedly not as a classical health program, but as a sexual education course based on a left-liberal model. According to IN4S, the material contains numerous examples of feminist and LGBT propaganda.

Another article from the same outlet said “It’s not a question of whether we’ll join the EU, but what will be left of us if we do.”

It asserts that “Under the guise of fighting for human rights, the EU is increasingly pressuring the educational systems, media, and legal frameworks of member states to accept radical gender theories, while criminally threatening those who challenge these views.”

Hungary is cited as an example, allegedly having faced harsh criticism after passing a law that bans the promotion of LGBT content to children — something Brussels reportedly declared a “violation of European values.”

But what’s the truth?

Very little of these claims hold water, because the EU’s founding acts make it clear that the Union offers support to Member States, but holds no authority over education policy. Member states retain full sovereignty in structuring, organizing, and determining the content of their education systems, including curricula, financing, teacher qualifications, and the language of instruction.

In fact, the EU does not aim to eliminate traditional values. On the contrary, in the preamble to the Treaty on European Union, it explicitly states its intention to:

“Deepen the solidarity among its peoples, while respecting their history, culture, and traditions,” and to “reaffirm its attachment to the principles of liberty, democracy, respect for human rights and fundamental freedoms, and the rule of law.”

According to Article 6, paragraph 3 of this Treaty said that “fundamental rights, as guaranteed by the European Convention for the Protection of Human Rights and Fundamental Freedoms, and as they result from the constitutional traditions common to the Member States, shall constitute general principles of the Union’s law.”

Furthermore, all decisions are to be made “as closely as possible to the citizen,” following the principle of subsidiarity.

Also, Article 2 of the same document clearly states that the Union is founded on the values of respect for human dignity, freedom, democracy, equality, the rule of law, and respect for human rights, including the rights of persons belonging to minorities.”

These values, as emphasized, “are common to the Member States in a society where pluralism, non-discrimination, tolerance, justice, solidarity, and equality between women and men prevail.”

From all the above, it is clear that the Western Balkan countries, once they become EU members, will enjoy the same privileges and rights as all other Member States. Furthermore, as evidenced by the earlier examples, they will also achieve economic progress and an improved standard of living for their citizens.

 

AUTHORS:

Dejan Šainović, Journalist

Elena Prnjić, Fact checker

Jovana Đurišić, Fact checker

Marina Trajkovska, Influencer

Bojan Ristovski, Young European Ambassador

The institutions of the European Union are firmly committed to combating disinformation, as it threatens democratic processes, reinforces authoritarian tendencies, and increases the influence of harmful foreign actors. For this very reason, the EU supports a range of projects and activities in its partner countries in the Western Balkans that strengthen the fight against disinformation.

As a result of bringing together various professionals engaged in tackling disinformation, WeBalkans organised a major regional workshop called the Facts Content Lab in Podgorica, Montenegro, from 10 to 13 June. Journalists, influencers, fact-checkers, content creators, producers, and Young European Ambassadors (YEA) gathered to discuss local disinformation issues and ways to overcome them.

“When reporting and trying to verify sources and claims, you become aware not only of the speed at which disinformation spreads, but also of the sheer volume of it in public discourse—and how deeply it shapes public opinion. Our task is not only to correct false information, but also to regain people’s trust, letter by letter, story by story,” said journalist Dejan Šajinović, Nezavisne novine.

Across the event, participants explored how to counter disinformation in fresh and impactful ways. Working in dynamic teams, they developed creative multimedia contents designed to resonate with audiences and promote credible, fact-based sources.

Today, people receive more information in a single day than they did in an entire lifetime a century ago. Some of it is accurate, some distorted, and some deliberately designed to mislead, confuse, or exhaust the consumer. Certain media outlets are intentionally set up to spread falsehoods, with the aim of undermining trust in all media. They are particularly frequent during election campaigns or times of political crisis. Furthermore, many media platforms carry sponsored content that closely resembles real journalism yet is not marked as paid content—even though it should be.

Only a person who is objectively informed can make sound and well-informed decisions. In this context, it is vitally important to strengthen media literacy—especially among the youngest and the oldest, who are particularly vulnerable to disinformation, manipulative influence, and scams.

“Fighting disinformation isn’t only about presenting facts—it’s about rebuilding trust. People need to believe not just in the accuracy of information, but in the integrity of those who share it. Trust is the bridge between truth and understanding, and without it, facts can fall on deaf ears.” – said Ioana Avadani a media expert from Romania that moderated the Facts Content Lab in Podgorica.

In addition to the recent launch of the WeBalkans Disinformation Campaign, the Young European Ambassadors have also been active over the past two years, organising 27 media literacy workshops across the Western Balkans and reaching over 300 future media literacy educators.

“The idea is that participants of these workshops across all Western Balkan countries become media literacy educators for young people aged 13 to 16. A new round of workshops is currently being prepared, and all new members of the Young European Ambassadors network will receive training,” announces Armin Poljak from the network.

To help address this issue, the European Commission in 2024—ahead of the European Parliament elections—developed educational materials to help individuals build resilience to information manipulation

That same year, the Association JaBiHEU, which brings together Young Ambassadors for Freedom of Expression from across Bosnia and Herzegovina, in cooperation with World University Service Austria (WUS) and with financial support from the European Union, created the Freedom of Expression Guide which also provides basic guidelines for recognising disinformation.

“It is extremely important for young people—and indeed for all generations—to learn how to identify false information, especially in the Balkans. It’s essential to critically evaluate media, bearing in mind that they are profit-driven and aim to generate revenue, clicks, likes, and shares on social media—before they even consider delivering information in a responsible way,” said Ivan Subotić, a fact-checker from Belgrade, during a regional workshop for activists within the Regional Youth Dialogue for Europe project, funded by the European Union.

To begin with, anyone who suspects they are being exposed to disinformation should stay curious and continually ask themselves: Is what I’m reading or watching true? Why was it published? Who stands to benefit from this information? Is the content based on facts or just opinions? Are sources cited? Has any other outlet reported the same story? Does this content allow me to draw my own conclusions, or is it telling me what to think? Is the publisher’s imprint (impressum) clear—who owns the outlet, and do they have other businesses besides media?

Media literacy requires constant questioning—especially in an age of AI-generated algorithms and increasingly sophisticated disinformation tactics.

To learn more about the WeBalkans Disinformation Campaign, visit the dedicated web page where you can find useful information on how to combat disinformation narratives.