Already a subscriber? Make sure to log into your account before viewing this content. You can access your account by hitting the “login” button on the top right corner. Still unable to see the content after signing in? Make sure your card on file is up-to-date.

A new report has revealed that the UK government covertly funded online influence campaigns across Europe through a private media agency.

Getting into it: According to a report by Declassified UK, the UK Foreign Office awarded a nearly $13 million contract to a London-based media agency, Zinc Network, to conduct covert influence operations across Europe. The company’s role was to counter “disinformation” by enlisting social media influencers to create political content aligned with British government objectives, particularly in Central, Eastern, and Southern Europe, as well as the Baltics. Crucially, these influencers were required to sign legal non-disclosure agreements before being informed of the Foreign Office’s involvement, preventing them from disclosing the true source of their funding or content oversight.

Each piece of content was reportedly reviewed and approved by UK officials before publication, ensuring it adhered to specific narrative goals set by the government.

The campaign operated with a high level of secrecy, and its scope only came to light after repeated rulings by the UK’s Information Commissioner forced the partial disclosure of the Foreign Office’s contract with Zinc. The redacted documents that were eventually released show that Zinc was tasked with supporting “balanced, independent voices” in 22 countries and was particularly active during the 2023 Slovakian elections.

Former employees (speaking to Declassified UK) accused the company of describing the work as “state propaganda” and said the influencer relationships were exploitative. One whistleblower alleged that the campaign in Slovakia sought to increase youth turnout in favor of the pro-European Progressive Slovakia party, which ultimately lost to the more pro-Russian Smer party led by Robert Fico.

Zinc has since defended its work in a public statement, claiming it operated fully within legal parameters and ethical standards. The company stated that its efforts were aimed at helping civil society resist hostile foreign influence, particularly from Russia, and emphasized that its activities were reviewed by an independent media ethicist.

The UK government also responded to the findings, stating that it collaborates with private companies, media outlets, and civil society organizations as part of its strategy to counter foreign disinformation and promote democratic values. A spokesperson from the Foreign Office maintained that the use of influencers was part of its broader efforts to protect the public and international partners from manipulation.