Foreign malign Influence operations have evolved into a sophisticated and persistent threat to democratic societies. These operations exploit vulnerabilities in media ecosystems to spread information manipulating public discourse, undermining trust in democratic processes, values and institutions and overall, aim to break the EU and NATO unity. In response, various interventions have been attempted to bolster societal resilience against these threats. This paper evaluates three primary strategies: (1) long-term media and digital literacy initiatives, (2) blocking outlets that pose security risks, and (3) supporting media pluralism and ecosystem, especially at a local level. While each approach has its merits, they also present challenges. The objective of this article is to analyze which interventions have proven effective, which have failed, and why a multi-pronged approach is necessary.
1) Media and Digital Literacy Initiatives
One of the most sustainable approaches to countering information threats is fostering a well-informed public capable of critically evaluating media content. Finland and other Nordic European countries stand as prime examples of the success of long-term media literacy programs. Consistently ranked among the top in the European Media Literacy Index, Finland, Denmark, Sweden, and Norway have integrated critical thinking, media education and civic and social resilience into its national curricula from early childhood.
The effectiveness of the strategy is evidenced by the closure of Russian News Agency Sputnik’s operations in 2015-2016 across all four Nordic countries. Unlike in other states where Russian state-sponsored media and its proxies maintain significant influence, Sputnik struggled to find an audience in nN
The key drawback of this approach is its long-term nature. Building a media-literate society takes a generation, requiring sustained investment in education and public awareness. Given the urgency of Russian influence operations, waiting for literacy programs to yield results is not a viable standalone solution. Therefore, while crucial, media literacy must be complemented by immediate and targeted interventions.
2) Blocking of Outlets Posing as a Security Threat
Blocking access to media linked to malign actors is another approach that has gained traction in Europe. Following the full-scale invasion, the European Union (EU) has implemented sanctions against Russia-linked media outlets such as RT and Sputnik, citing systematic efforts to manipulate public opinion to “enhance its strategy of destabilization.”. The measures aim to limit the reach of Russian information influence and reduce its impact on European societies.
Transparent Systematization
While such measures must be executed with caution, they require a shift in mindset, drawing a clear distinction between freedom of speech and hybrid warfare tactics designed to weaken societies from within. If media and online outlets developed by Russia or Russia-linked actors target populations in countries Russia considers adversaries by spreading information that aims to divide, distort and disrupt Western systems to their own benefit, they should be treated as a significant security threat. To ensure effectiveness, content blocking measures must be systematic and transparent. Russia continually adapts its tactics by launching new websites, repurposing existing outlets, and leveraging social media networks. Maintaining a clear methodology for identifying and countering these threats is thus essential.
Policy Shortcomings
Without a well-defined framework, such measures risk accusations of censorship and government overreach. One notable example is Slovakia’s approach shortly after the full-scale invasion of Ukraine in 2022. The Slovak National Security Authority temporarily restricted access to four online platforms previously known for spreading pro-Kremlin narratives. The selection process, however, lacked a transparent methodology and clarity, as several other sources, including a Russia-linked News-Front, remained operational. This ad-hoc approach undermined public trust, and the blockade was lifted after a few months.
The Role of AI
The rise of generative AI has further emphasized a need for systemic monitoring and evaluation. Russian influence operations now employ AI to mimic legitimate news outlets, as evidenced by a Europe-wide investigation into Doppelgänger campaign exposing media copycat efforts to fake credibility and foster reach.
The Russia-linked Pravda network, identified by France’s VIGINUM Agency, exemplifies the trend of using AI to generate and translate content across multiple languages, often repurposing material from Russian state agencies. Despite efforts to counter it, much of the network remains operational with new sources continuously appearing—which highlights the adaptability of influence operations.
While content blocking remains a necessary tool, its effectiveness depends on well-defined policies, transparency, and adaptability. Poorly implemented measures can erode democratic principles and inadvertently fuel conspiracy theories about government suppression of free speech. This underscores the need for continuous monitoring and adaptation of our efforts, including AI-driven detection mechanisms.
3) Supporting Media Pluralism
A strong, diverse media landscape is crucial for limiting the impact of foreign information threats. In countries where independent journalism thrives, audiences have access to reliable news sources, reducing the influence of propaganda. Key measures to strengthen media ecosystems include preventing media ownership concentration, ensuring transparency in media funding, and supporting local journalism.
Transparency and Pluralism
Ensuring media pluralism and transparency in ownership is fundamental to protecting democratic discourse. Media monopolies and opaque ownership structures can lead to biases, manipulation, and increased susceptibility to foreign influence. Recognizing these risks, several European countries have enacted legislation to safeguard a diverse and independent media landscape.
Germany provides a strong model for fostering media pluralism through its Media Treaty, which imposes strict regulations on media concentration. The law establishes audience share thresholds to prevent any single entity from gaining disproportionate influence over public discourse, including via algorithms on social media. Additionally, independent regulatory bodies oversee media ownership to maintain diversity and prevent political or economic interference in journalism.
The transparency will soon be required at the EU level, through the European Media Freedom Act (EMFA) that strengthens ownership transparency and media pluralism. The EMFA is set to come into force in August 2025, with the implementation requiring member states to adopt national legislation aligning with its provisions. The law will mandate that media companies disclose their ownership structures in publicly accessible databases, allowing regulators and citizens to scrutinize potential undue influence on public discourse and reducing the risk of hidden foreign interference.
Supporting Local Journalism
Across both the EU and the United States, small independent news organizations have been struggling due to shifts in information consumption patterns and financial instability. In the United States more than 3,200 newspapers have shut down since 2005, leaving many communities without a reliable local news source. This void creates opportunities for external actors, such as Russian state-backed outlets, to infiltrate these communities with disinformation, often under the guise of free syndicated news content. Sputnik Srbija, for instance, partnered with financially struggling local media outlets in Serbia, offering free content in exchange for dissemination. This enabled Russian narratives to penetrate local news ecosystems, lending them an air of legitimacy.
To prevent this from happening, major media houses should develop strategic partnerships with local media, providing them with quality content and mechanisms to free some of the financial pressure to reduce reliance on foreign-backed content. Additionally, foreign and state assistance should prioritize initiatives that bolster independent local journalism.
Ultimately, countering malign influence requires a multi-pronged approach that combines long-term educational strategies, robust regulatory frameworks, and immediate countermeasures to disrupt influence networks. While no single intervention is sufficient on its own, their combined implementation creates a resilient media environment that is better equipped to withstand foreign interference. Continued collaboration among governments, media organizations, and civil society remains crucial in safeguarding the integrity of public discourse and democratic institutions.
