A TikTok video of actor Brian Baumgartner, from the American version of The Office, calling for the overthrow of the president of a small European country was an early sign that this would be no ordinary election.
Late last year, Baumgartner appeared among a lineup of American celebrities addressing Maia Sandu, the current, pro-European president of Moldova and proclaiming in bad Russian: “We, Hollywood stars, support the people of Moldova in their desire to overthrow you, Sandu.” These weren’t deepfakes. Instead the videos—which researchers suggested were part of a pro-Kremlin influence operation—were commissioned on Cameo, the app that lets anyone buy personalized greetings from celebrities. Neither Cameo nor Baumgartner’s representatives replied to WIRED’s request for comment.
For years, Moldova—a country similar in size to the US state of Maryland, sandwiched between the EU and Ukraine—has complained of Russian meddling. But more recently, as this former Soviet state prepares for a pivotal presidential vote and referendum on whether to join the EU, the country has become a cautionary tale about how the world’s biggest social media platforms can be exploited to create and fund a complex disinformation operation that sows discord around some of a society’s most divisive subjects.
Since war broke out in neighboring Ukraine two years ago, bots have been scouring the Moldovan internet, searching for authentic content to boost to wide audiences, such as videos of Ukrainian-refugees behaving badly. Then ordinary Moldovans complained their Facebook feeds were being inundated with political, often anti-government ads launched by pages with Vietnamese names. A year later, researchers estimated Meta had earned at least $200,000 from a pro-Kremlin ad campaign targeting Moldova alone. Russia’s foreign ministry did not reply to WIRED’s request to comment.
“It’s unprecedented in terms of complexity,” says Ana Revenco, Moldova’s former interior minister, now in charge of the country’s new Center for Strategic Communication and Combating Disinformation. What’s happening in Moldova on Facebook, Telegram, TikTok, and YouTube, she believes, carries a warning for the rest of the world. “This shows us our collective vulnerability,” she says. “Platforms are not only active here. If [Russia] can use them here, they can use them everywhere.”
Ahead of the vote on Sunday, accounts linked to Russia have reached new levels of aggression, Revenco says. “They activate accounts that have been created long ago and have been on standby,” she explains. “They are engaging bots, and they’re synchronizing posts across multiple platforms.”
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