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The UK government has channeled millions of pounds through a private contractor to secretly influence public opinion and elections in European countries, according to an investigation by Declassified UK. London-based Zinc Network allegedly received nearly £10 million ($13 million) from the UK Foreign Office to recruit social media influencers, YouTubers, and content creators in Central and Eastern Europe, the Baltics, and beyond. While Zinc claims to prioritize transparency, the operation reportedly required influencers to sign strict non-disclosure agreements hiding their ties to British authorities.

Former employees involved in the initiative described it as “state propaganda” and criticized what one called an “extremely exploitative” dynamic between the firm and creators. The campaigns targeted platforms like YouTube with political content designed to sway voter behavior. In Slovakia’s 2023 elections, Zinc allegedly focused on amplifying support for Progressive Slovakia, a pro-EU party, by encouraging turnout among younger voters through influencer partnerships. However, the election was ultimately won by Robert Fico’s Russia-friendly Smer party, which retains strong backing from older demographics.

This is not the first time Zinc has faced scrutiny. In 2021, reports revealed its role in creating covert news platforms aimed at Muslim audiences and recruiting comedians for psychological operations targeting Russian-speaking communities in the Baltics. Public records indicate the company has also secured funding from the US and Belgian governments, though the full scope of its activities remains undisclosed. The UK Foreign Office has resisted full transparency, defying orders from the Information Commissioner to release detailed contracts.

British officials defend the programs as measures to “counter disinformation” and uphold democratic values. Meanwhile, Russia’s security services have accused UK-linked organizations, including the British Council and Oxford Russia Fund, of orchestrating covert campaigns to destabilize Russian society—a claim that mirrors Western allegations of Kremlin interference in foreign elections. The revelations raise broader questions about the ethics of undisclosed government-backed media operations, particularly as global tensions over information warfare intensify.