New study exposes how conspiracy theories go mainstream across Europe
New pan-European research has shown that the spread of conspiracy theories across the continent is driven by a continuous feedback loop between media reporting, political rhetoric, protest movements and social media algorithms - not any single cause.
The involves 14 researchers from across Europe, and it has examined how conspiracy theories take shape differently in the UK, German-speaking countries, the Balkans, the Baltics, Slovakia and Poland. Their findings highlight that conspiracy narratives reflect the political cultures, histories and social tensions of each region, meaning that approaches to tackling them must be tailored rather than imported wholesale from elsewhere.
A key theme across the reports is the feedback loop that enables conspiracy narratives to circulate. Even when politicians or media outlets refer to a conspiracy theory to debunk it, the resulting attention helps it spread further via social media amplification and mainstream exposure. This blurring of online and offline spaces allows fringe ideas to influence political rhetoric, as seen in Europe-wide variations of the 鈥淕reat Replacement鈥� narrative.
The research also explores how conspiracies evolve in response to local concerns. In the UK, anxieties around Covid-19 restrictions fed into narratives about 鈥�15-minute cities鈥�. In German-speaking countries, stigma around conspiracism has pushed much of it to the online sphere. In the Baltics and the Balkans, the legacy of foreign occupation, conflict and surveillance shapes suspicion of elites and fuels a sense of victimhood. Conspiracy theories in Poland and Slovakia frequently target gender and LGBTQ+ rights, often influenced by US culture-war narratives.
The reports identify a lack of evaluation of initiatives designed to counter disinformation. Some fact-checking and NGO efforts themselves become targets of conspiracist suspicion, undermining trust and the stability of their funding. Nevertheless, media literacy campaigns, debunking and fact-checking each have a role to play when adapted to national contexts.
In the UK, the REDACT team argues that the current Online Safety Act does not go far enough. Unlike the EU鈥檚 Digital Services Act, it does not explicitly address health misinformation, election-related disinformation or AI-generated content, leaving gaps in the regulation of systemic risks.
Conspiracy thinking is not new, but in recent years, conspiracy theories have become increasingly widespread and normalised, rather than merely on the sidelines of society. Downplaying their impact or dismissing them does not make these theories disappear - it actually allows them to take up all the oxygen on a topic and dominate discussion.
Ultimately, the project concludes that tackling conspiracy theories requires more than closing individual online channels. Efforts must address the structural political and social conditions that allow conspiracist narratives to flourish, as well as the business models that incentivise sensational content. The researchers urge a move away from simply asking why the public lacks trust, towards making institutions genuinely worthy of trust.