In 2023, a network of Facebook pages appeared on social media, attempting to spread anti-Western messages through sponsored posts. These Facebook pages used memes to scale disinformation and reinforce stereotypical views in society, claiming that the promises of the EU are unreliable and that in exchange for membership, Georgia would have to accept conditions that would not benefit the country, abandon traditional values, and strengthen LGBTQ+ rights. Additionally, some of these pages spread posts containing disinformation.
In October 2023, all seven Facebook pages identified as violating Facebook’s advertising rules ceased operation. As of July 2024, “Myth Detector” monitoring has revealed an additional three Facebook pages created in April and September 2023 that are operating using the same tactics and methods. These pages list their categories as supermarket and social media agency. The identical techniques used to influence public opinion and similar content of the posts suggest a connection between these pages.
Notably, the identified pages do not indicate the necessary data to place ads, including the country of origin, thus violating Facebook’s political advertising rules, which state that only authorized users can place electoral and political ads. This means that the advertiser must be authorized and place political ads indicating who is responsible for each funded ad (Paid for by). Additionally, the political ad placer must be authorized in the country where the target audience resides.
The monitoring identified the following:
- Each page’s ads library contains sponsored memes (a combination of images and text) that emphasize the false promise of EU integration, list numerous demands, and the suggestion that joining the EU would undermine national and traditional values.
- The names and categories listed for the Facebook pages do not match the content of the posts in the ad library.
- The posts found in the ads library are often not visible on the pages’ timelines.
- The pages have posted/sponsored content with similar themes and visuals.
- The memes use unnatural forms for the Georgian language, suggesting that the content is not created by Georgian speakers.
It is noteworthy that two of the identified pages were created on the same day. Currently, both pages are deactivated, and as of July 25, 2024, only “L’s Magazine” remains active. This page has listed a mobile phone number, an address, and other details, but none of them are valid.
|
Page |
Date Created | Indicated Category |
Contact information |
| Beautiful wrapper Archive  |
18 September 2023 | Social media agency | |
No Tension |
18 September 2023 | Social media agency | |
L’s Magazine Archive |
12 April 2023 | Supermarket/convenience store | 555 95 62 32, [email protected] |
About Beautiful wrapper
The Facebook page “Beautiful wrapper” (archived link) was created on September 18, 2023. The page is categorized under “Social Media Agency.” Until November 12, 2023, the posts on Beautiful wrapper‘s timeline mostly featured landscapes and aerial photos.
However, the photo posted on November 12 concerned the European Commission. On November 8, the European Commission announced its preliminary decision regarding granting candidate status to Georgia. According to this decision, the European Commission recommended granting candidate status to Georgia. Following this event, the Facebook page attempted to foster distrust towards the European Union and spread the message that the European Commission had invented such conditions for Georgia that were impossible to fulfill.
It is noteworthy that aside from this post, the “Timeline” and “Photos” sections only feature landscape photos. However, upon checking the Ads Library, it becomes clear that the page has sponsored (1,2,3,4) posts of anti-Western content. In one of the memes found in the Ads Library, two cats are compared. The cat representing “Georgia before the European Union” has a naïve and cute appearance. In contrast, the other cat, symbolizing Georgia after joining the European Union, looks tired, skinny, and sly.
Another meme depicts opposition politicians who “play by European Union rules” as a clown-faced, naked man. The other two memes address the excessively prolonged timelines and false promises of EU membership: “We’ve been waiting for the EU to accept us for 15 years”; “We will definitely accept you, just be patient for a few more years.”
In the sponsored posts from 2024, the significance of the European Union candidate status is downplayed. Additionally, it is claimed that the EU is engaged in political games, does not respect Georgians and their values, and simultaneously attempts to establish an LGBT agenda in Georgia.
About No Tension
The Facebook page No Tension (archived link), similar to Beautiful Wrapper, was created on September 18, 2023. This page, like the previous one, is categorized as a Social Media Agency.
A post published on November 12 presents the “problems” associated with joining the EU, which according to the page, involve “accepting gays and holding gay parades” and “paying excessive contributions.” Another sponsored post portrays the EU’s “false” promise that Georgia will remain an independent country after joining the EU.
Notably, the memes are targeted at a Georgian audience, but the texts on the memes do not appear to be written by a native Georgian speaker. They give the impression of being translated from a foreign language using a translation program.
About L’s Magazine
The Facebook page L’s Magazine was created on April 12, 2023, and is categorized as a Supermarket/convenience store. Unlike other pages, the “About” section of L’s Magazine includes a phone number (555 95 62 32), an email address ([email protected]), a website (https://lsmagazine.business.site/#details), and an address (village, 4600). However, the website is not functional, and the specified address does not exist.
Aside from the profile photo change, the news feed of the page features a painting by Niko Pirosmani and a photo of vegetables. The remaining posts pertain to various events happening in Georgia. However, both the text of the posts and the accompanying cards contain errors. For instance, in the post from May 14, it is stated that on May 17, the “Day of Cohesion and Purity” will be held. It is noteworthy that on May 17, 2014, the Georgian Patriarchate declared “Family Purity and Respect for Parents Day.” This declaration came after LGBT groups were attacked on May 17, 2013, during the International Day Against Homophobia, Transphobia, and Biphobia. The word “cohesion” does not appear in the title of the day declared by the Patriarchate.
In another post by L’s Magazine, there is a discussion about the visit of the “European Diplomacy Chief” to Georgia. This post also contains unnatural forms for the Georgian language, giving the impression that the author’s native language is not Georgian: “It was assumed that during negotiations with the leadership of our country, a clear assessment of the work done to implement the 12 coveted recommendations of the European Commission would be made, and recommendations would be expressed regarding the resolution of such complex issues as de-oligarchization and overcoming political polarization in the country.
Noteworthy that an identical article is found on the website sakartvelo-today.org, a website which “Myth Detector” has wrote about in the past as well.
In the ads library of L’s Magazine, the memes focus on Mikheil Saakashvili and, generally, on the opposition, Ukraine, the US, the European Union, and NATO. All the mentioned actors are presented in a negative context in the posts. According to the content of the sponsored memes, the European Union is portrayed as destroying Georgia’s national interests and values, with its intentions deemed harmful.
As of July 25, the page sponsored its last four posts on July 22, including one meme depicting the Georgian opposition listening to Western instructions like sheep.
The research indicates that the identified Facebook pages, which disseminate anti-Western messages, aim to influence public opinion. The use of memes in conducting influence campaigns is one method employed by malicious actors in other countries as well. For more information on this, refer to the “Myth Detector” publication:
