SEE Check publishes a second round of country reports, this time giving a comprehensive overview of the disinformation landscape across the region for the year 2024.
Introduction
In a series of country reports, SEE Check network gives a comprehensive overview of the disinformation landscape across the region. For the year 2023, SEE Check has published state of disinformation reports for Bosnia and Herzegovina, Montenegro and Albania, as well as a regional report covering the SEE/WB region, including contributions from Serbia.
This country report is a contribution of Faktoje, a fact-checking platform from Albania. Faktoje, established in 2018 and based in Tirana, is Albania’s only fact-checking organization. It has been a signatory of the International Fact-Checking Network (IFCN) since 2020 and the European Fact-Checking Standards Network (EFCSN) since 2023. As Meta’s third-party fact-checking partner in Albania since July 2022, Faktoje also collaborates with regional initiatives like the Anti-Disinformation Network for the Balkans (ADN-Balkans) and the SEE Check network.
This report builds upon the previous one, providing updates from 2024 relevant to the information environment in Albania.
Disinformation topics and narratives
Disinformation in Albania spreads rapidly through a combination of unregulated online platforms, politically influenced media, and viral social media content, fueled by disinformation spreading political actors. Facebook, being the most widely used platform, acts as the primary vehicle for false narratives, followed closely by Instagram and a growing number of anonymous websites. Mainstream media, especially televised talk shows, also contributes to the problem by airing speculative or biased commentary presented as fact. The rise of AI-generated content has further complicated the landscape, making it easier for manipulated visuals to deceive audiences. This ecosystem allows disinformation to be amplified quickly and with little accountability, especially during moments of crisis or political tension.
The consequences of this disinformation environment are deeply damaging to public trust and democratic processes. Constant exposure to false or conflicting information undermines people’s ability to distinguish truth from fabrication, leading to confusion, cynicism, and apathy. Many citizens lose trust in institutions, the media, and even democratic participation itself, seeing them as corrupted or manipulated. This weakens civic engagement and opens the door for more authoritarian practices, as public discourse becomes polluted by conspiracy theories, fake scandals, and manipulated narratives.
In 2024, Faktoje verified and debunked a total of 1,013 claims or narratives, marking a significant effort to counter the growing wave of disinformation in Albania and the region.
Approximately one-third of these verifications—around 337 articles—were related to political actors, focusing on their public promises, declarations, or misleading statements (1, 2, 3, 4, 5, 6, 7, 8). These checks included both pre-election commitments and routine political messaging, revealing a pattern of distortion or manipulation aimed at maintaining influence over public opinion.
Beyond domestic politics, regional claims and narratives made up a considerable portion of Faktoje’s work, totaling 80 fact-checks. A large number of these originated from pro-Serbian or Russian sources (1, 2, 3, 4), targeting sensitive geopolitical topics such as Kosovo’s sovereignty and politics (1, 2, 3, 4) or Ukraine’s war efforts. Many of these narratives also attacked the United States and Western institutions, particularly NATO (1, 2, 3, 4), seeking to undermine trust in the Euro-Atlantic alliance and promote alternative spheres of influence in the Balkans.
Another substantial portion of Faktoje’s 2024 fact-checks addressed disinformation spread through social media and online portals, especially around health and conspiracy-related content. This included 61 articles debunking Covid-19 misinformation (1, 2, 3, 4, 5, 6), and 79 articles targeting various conspiracy theories. Among these were recurring global conspiracies such as flat earth claims (1, 2, 3, 4), HAARP and weather control (1, 2, 3, 4, 5), alien cover-ups (1, 2, 3, 4, 5), anti-Green transition narratives (1, 2, 3, 4), 5G-related fears (1, 2, 3), satanic cults (1, 2, 3), and anti-vaccine propaganda (1, 2, 3, 4, 5). These topics often circulated through viral videos or memes, with little to no credible sourcing, yet reached wide audiences.
A significant trend in 2024 was the increased targeting of the United States in disinformation efforts, with 104 articles exposing false or misleading narratives about the U.S. Disinformation focused more on individual American figures such as Donald Trump (1, 2, 3, 4), Kamala Harris (1, 2, 3, 4), Joe Biden (1, 2, 3, 4), and Elon Musk (1, 2, 3, 4) but also focused on different happenings like the attempt attack towards Trump (1, 2, 3, 4), or Biden’s administration politics. Disinformation about conspiracy theories (1, 2, 3, 4) were also very present in the online media.
Additionally, AI manipulation saw a notable rise, with 36 verified instances of AI-generated images and videos being used to mislead the public. These synthetic media pieces were primarily spread on Facebook and Instagram, and often lacked clear indicators that they were artificial, making them particularly effective tools of disinformation. (1, 2, 3, 4, 5, 6, 7, 8)
The conflicts in Ukraine (38 articles) and Gaza (42 articles) continued to serve as hotbeds for disinformation, often blending real imagery with false context to provoke emotional reactions or reinforce political agendas. (1, 2, 3, 4, 5, 6, 7, 8)
The remainder of the fact-checks involved internal developments—ranging from local political dynamics to clickbait content from low-integrity media outlets, many of which sought to monetize outrage or confusion through misleading headlines and unverified news. This multifaceted disinformation landscape confirms that Albania remains vulnerable to both internal and external manipulation efforts, and highlights the importance of continued fact-checking and media literacy initiatives.
Actors contributing to spread disinformation
In 2024, over 60% of the fact-checks and debunks conducted by Faktoje were linked to disinformation originating from social media profiles and anonymous websites, making them the largest source of false or misleading claims throughout the year. This trend highlights a growing challenge in the Albanian information ecosystem, where the lack of regulation over online media and social platforms creates fertile ground for disinformation to thrive.
In Albania, Facebook remains the most widely used social media platform, serving as the primary channel for news consumption, public debate, and personal communication. This widespread use has also made Facebook the platform of choice for disinformation actors, who exploit its large audience, low content moderation, and rapid sharing features to spread false or misleading information. As a result, Facebook is the biggest source of disinformation debunked by Faktoje in 2024, accounting for the majority of fact-checked content. From fabricated quotes and manipulated images to conspiracy theories and fake news articles, the platform is frequently used to amplify narratives that serve political interests, provoke public confusion, or exploit sensitive topics.
Politicians in the country actively exploit this unsupervised source of disinformation, often by financing or coordinating with unverified social media pages and websites to disseminate false narratives. These efforts are typically aimed at attacking political opponents, manipulating public perception, or steering conversations on sensitive topics to align with specific agendas.
Instagram ranks as the second most used platform for spreading disinformation in Albania, following Facebook. One key reason is that Instagram is closely integrated with Facebook, allowing content—especially false or misleading posts—to be simultaneously shared across both platforms, increasing its reach and impact. Additionally, Instagram’s highly visual nature makes it an ideal environment for spreading AI-modified content, such as deepfakes, edited images, and misleading infographics, which can quickly go viral with minimal context or verification. These visual manipulations are often harder for users to detect, especially when presented in aesthetically polished formats typical of Instagram posts and stories. In 2024, Faktoje identified a growing number of such cases, showing how Instagram is increasingly being used not just for lifestyle content, but also as a tool for targeted disinformation, particularly among younger audiences who use the platform as a main source of information.
In addition to social media and anonymous websites, mainstream media in Albania also plays a notable role in spreading disinformation, particularly through narratives tied to regional developments or politically charged speculation. This often occurs through outright false news, but also through the framing and amplification of unverified claims presented by political commentators, especially in televised talk shows. These programs frequently blur the line between journalism and political propaganda, where speculative or misleading statements are delivered as factual analysis. Such content is rarely fact-checked or challenged in real time, giving it legitimacy in the eyes of viewers. Faktoje’s 2024 database shows that several debunked claims originated from these televised formats, where opinion is treated as fact, and regional topics are used to stoke fear, nationalism, or partisan loyalty. This dynamic further complicates the information landscape, as it reinforces disinformation from supposedly credible sources, contributing to public confusion and mistrust.
Tactics and techniques used to spread disinformation
One of the most prominent tactics for spreading disinformation in Albania during 2024 was the widespread use of conspiracy theories on social media platforms. These theories covered a wide range of topics—from anti-vaccine narratives and weather manipulation (HAARP) to flat earth beliefs, 5G health fears, and underground child trafficking rings. By tapping into existing societal anxieties or skepticism toward science, media, and institutions, these conspiracy theories not only spread rapidly but also created echo chambers, where users were repeatedly exposed to similar misleading content. Such conspiracy theories were debunked in roughly 6-7 articles per month on Faktoje website during 2024.
In 2024, fraud schemes emerged as a significant tactic for deceiving users online in Albania, blending disinformation with financial exploitation. Faktoje debunked 32 such fraudulent schemes throughout the year, many of which were spread through social media ads, fake websites, and cloned news portals. These scams typically involved false giveaways, often using the names or logos of well-known companies to lure users into providing personal information or clicking on malicious links (1, 2, 3, 4). Others promoted unverified medical products, miracle cures, or dietary supplements, falsely claiming they could treat serious illnesses or rapidly improve health (1, 2, 3, 4, 5, 6, 7, 8). Harmful advice on financial investments was also spread online (1, 2). By mimicking the format and language of legitimate content, these frauds blurred the line between commercial deception and disinformation, posing not only a threat to public health and finances, but also undermining trust in online platforms and authentic institutions.
In 2024, AI-produced disinformation became a growing threat in Albania, with a noticeable rise in the use of modified images, audio, and video to mislead the public. Faktoje verified 36 such cases, showing how AI tools were increasingly used to create fake statements, events, or visuals that appeared realistic and credible. These included doctored photos of public figures, fabricated war footage, and deepfake videos that falsely depicted politicians doing controversial actions. (1, 2, 3, 4, 5)
Additionally, news portals in Albania play a key role in spreading unverified information. These portals often prioritize specific agendas or interests, or merely focus on clickbaits and frequently publish content that directly impacts the lives of citizens without proper fact-checking. The most used topics of disinformation that fall under this category are regional conflicts, mostly aiming Kosovo and Serbia (1, 2, 3, 4), world war expectations that mainly originate from a possible clash between Russia and NATO, Europe or the Balkans (1, 2, 3, 4, 5).
Backlash against fact-checkers
The European Commission report, published at the end of October 2024, highlights the intimidation of journalists, lack of transparency in funding, and the intertwining of political and business interests as factors affecting media independence and pluralism.
“Media independence and pluralism continue to be influenced by their high concentration in the market, the intertwining of business and political interests, lack of transparency in financial sources, high concentration of media ownership, intimidation of journalists, and their insecure working conditions,” the report states.
The report emphasizes that verbal and physical attacks, as well as smear campaigns against journalists, persist. The number of lawsuits (SLAPP) increased to 73 reported cases in 2023 compared to 42 in 2022. In 2023, media freedom organizations reported 24 cases of violations of journalists’ safety, and 26 cases were reported by the end of September 2024.
Considering the work that it is doing as a third-party fact checker for META, and the lack of information that users have on how this program really works, Faktoje became a target of misinformation, accused of blocking people’s profiles or deleting their posts.
Following the cut in U.S. government funding for USAID programs in Albania, NGOs became targets of increased hostility and suspicion. As a result, Faktoje and other NGOs faced heightened scrutiny and verbal attacks, further complicating their work in an environment where public trust is already strained and disinformation thrives.
This sentiment was amplified by political rhetoric, especially after Donald Trump rose to power and the Albanian political opposition matched Trump’s rhetoric about fighting the alleged global influence of George Soros.
Faktoje, which for years is mistakenly portrayed as a Soros funded organization, became a main target of accusations of pushing the alleged Soros agenda and helping the government through closing social media profiles of media who are anti-government and who support the opposition.
Faktoje, due to its role in fact-checking political claims and exposing false narratives, became a key target of this backlash, especially from political commentators aligned with opposition figures. The result has been an increase in online harassment and derogative comments.
Events instigating the spread of disinformation
Albania remains highly sensitive to regional disinformation narratives, particularly those linked to Serbia and its stance on Kosovo. Despite Albania’s clear political alignment with Kosovo, numerous online media outlets and social media profiles continue to amplify Serbian manipulative narratives, often presenting them without context or verification. This vulnerability is worsened when it comes to “war predictions” or regional tensions, where even mainstream media frequently succumbs to sensationalism, spreading clickbait headlines and unverified claims that stoke fear and confusion among the public. This climate of uncertainty makes Albania especially prone to manipulation through regional disinformation (1, 2, 3, 4, 5, 6, 7, 8).
Debate Over the Albanian Language in North Macedonia
The debate over the official use of the Albanian language in North Macedonia has frequently been exploited by Macedonian politicians to stir nationalist sentiment, often triggering waves of disinformation. A recent example involved false reports claiming that the Macedonian government had stopped providing official information in Albanian, which circulated mostly on social media but were debunked as untrue. These claims resurfaced and gained traction following an incident where road signs in Albanian language were removed from a region predominantly inhabited by Albanians, fueling suspicion and tension (1, 2, 3, 4).
During the 2024 U.S. electoral campaign, there was a significant wave of disinformation targeting candidates, particularly President Joe Biden, as well as broader election-related topics. In Albania, this content spread widely through social media and low-credibility news portals, often echoing narratives from U.S.-based conspiracy groups or politically motivated sources. False claims ranged from Biden’s health and mental fitness to manipulative stories about Kamala Harris and Donald Trump. The elections served also as a fertile ground for spreading AI-generated content (1, 2, 3, 4, 5, 6, 7, 8).
In 2024, the Russian invasion of Ukraine continued to be a major source of disinformation. These false narratives, often originating from pro-Russian sources or being recycled by regional portals, aimed to undermine Western support for Ukraine, discredit NATO, and promote the idea that Ukraine was losing the war or committing atrocities. Faktoje verified and debunked multiple claims, including fabricated claims regarding Zelensky, distorted casualty numbers, and conspiracies about U.S. or NATO involvement in orchestrating the conflict (1, 2, 3, 4, 5, 6, 7, 8).
The war in Gaza during 2024 became a major generator of disinformation and manipulated narratives, many of which were widely circulated on Albanian social media and online platforms. Faktoje debunked dozens of such false claims, which ranged from AI-generated images, to fake endorsements or protests by celebrities. Other disinformation included misinterpreted political statements, fabricated death reports, and false visuals portraying violence or military actions. Common narratives sought to either demonize Israel through exaggerated or fabricated war crimes or delegitimize Palestinian support by falsely attributing violence or offensive actions to protestors and supporters (1, 2, 3, 4, 5, 6, 7, 8).
The 2024 Olympic Games in Paris also became a target of disinformation, with various false narratives spreading online about the preparedness and conditions in the host city. Claims that the Seine River was too polluted for swimming events, despite ongoing efforts to clean it, were widely circulated and exaggerated. Additionally, gender-based disinformation targeted athletes, such as Imane Khalif, the Algerian boxer, who was subjected to baseless rumors questioning her gender, continued even after the games were finished (1, 2, 3, 4, 5, 6).
Even in 2024, disinformation and unverified claims about the COVID-19 vaccine and past pandemic policies continue to circulate widely, especially on social media and conspiracy-driven portals. These narratives often recycle older debunked myths, such as the vaccine altering DNA or being part of a global control agenda. Others target government measures during the pandemic, claiming they were part of a larger orchestrated plan to limit freedoms or manipulate populations (1, 2, 3, 4, 5, 6, 7, 8).
Anti-disinformation update
In 2024, Faktoje continued its commitment to fighting disinformation through the implementation of multiple existing national and regional projects, but also by implementing new initiatives.
In partnership with Zink Network, during 2024 Faktoje developed and launched a comprehensive manual on disinformation during wartime, delivered trainings for journalists and influencers, and initiated an awareness campaign to equip media professionals with the tools to recognize and debunk war-related propaganda.
In 2024, Faktoje also conducted specialized training sessions for professional journalists, with a focus on enhancing their ability to identify and counter disinformation, particularly through the use of digital verification tools. These trainings served a dual purpose: first, to build the capacity of journalists by equipping them with both theoretical knowledge and practical skills for fact-checking; and second, to gather valuable insights that informed the development of a Policy Paper about Building media resilience against disinformation in Albania. This document presents findings on journalists’ understanding of disinformation, their professional practices, and offers strategic recommendations for strengthening resilience against disinformation within the media landscape.
Through the project “Echoes of Youth, Reporting for Change”, implemented with Agritra Vision in Dibër, Faktoje focused on empowering youth. The initiative aimed to build young people’s capacities to identify, understand, and respond to disinformation through a series of training sessions and interactive activities tailored to their local context.
As part of the project “Strengthening Media Freedom, Professionalism and Journalists’ Safety in Albania”, in partnership with BIRN and SciDev, Faktoje contributed to building counter-disinformation capacities among journalists, civil society, and even political actors in Albania and the region, helping improve their resilience and professionalism when dealing with false information.
The project “Words Kill, Think Well”, supported by UNFPA, tackled the intersection of hate speech, stereotypes, and disinformation. Faktoje held training sessions for students and young people, organized writing contests, visual campaigns, and photo essays, and encouraged reflection on how misinformation fuels harmful narratives in society.
Faktoje also participated in several projects initiated by EFCSN in 2024.
Faktoje was part of the EFCSN’s Fact-Checking Incubator, supported by Porticus, contributing as a mentor organization to help younger fact-checking initiatives grow and professionalize within the network of trusted European fact-checkers.
Additionally, Faktoje participated in Elections24Check, an EFCSN-led initiative which aimed to centralize fact-checks and narrative analysis around the 2024 European Elections, tracking disinformation trends across over 40 fact-checking organizations.
Finally, under AI@EUElections, an EFCSN initiative supported by Meta, Faktoje was involved in training programs focused on AI-generated and digitally altered content, equipping fact-checkers across Europe with the skills and tools needed to identify and respond to the growing threat of synthetic media and manipulation.
In April 2024, Faktoje hosted a conference in Tirana titled “Don’t Be Fooled by False Information,” emphasizing the importance of accurate, reliable public information and the tools needed to distinguish fake news from real news. The conference also highlighted the growing need for fact-checking in today’s media landscape. The event concluded with the award ceremony for the national “Fatos Baxhaku” competition, held for the third year, which continues to promote fact-checking journalism in Albania. The purpose of the competition is to encourage investigative reporting through the application of fact-checking methodology, aimed at strengthening journalists’ fact-checking abilities and fostering critical thinking among audiences on issues of public significance.
Legislation overview
The term “disinformation” is not explicitly included in Albania’s Penal Code, though the term “defamation” is recognized (Article 120).
During 2024 Albania established a special Parliamentary Commission “to coordinate and oversee all institutional efforts to combat disinformation and other forms of foreign interference in the country’s democratic processes.”
The Commission’s primary focus is to address media disinformation, foreign funding, and harmful economic impacts, while ensuring transparency in democratic practices, particularly in electoral financing. Additionally, the Commission is tasked with proposing strategies to improve platform accountability and content clarity, as well as to tackle online fake activities, all while safeguarding freedom of speech.
The special parliamentary commission on disinformation failed to produce any concrete results during 2024. The commission was boycotted by the opposition, which hindered progress and consensus. Up to this point, the only outcome has been a preliminary strategy outlining what the commission’s work should entail. While there are expectations that the commission will resume activity after the new parliament is constituted in September 2025, its future effectiveness remains uncertain.
The Albanian Media Council has expressed concerns about this commission, highlighting its unclear objectives and the potential risk to media freedom.
(Jona Plumbi, Faktoje.al)
