COP29 in the shadow of disinformation: who are the suspicious accounts on platform X supporting?

COP29, the upcoming United Nations climate summit scheduled for November 11-22, 2024, in Baku, has sparked controversy even before its official start. As global interest in this year’s climate talks rises, an investigation by Global Witness reveals troubling activity on social media. Numerous suspicious accounts supporting the Azerbaijani government’s narrative have been spotted on platform X.

A network of fake accounts and their mechanisms

Global Witness conducted an investigation exposing a network of accounts on platform X that, while appearing engaged and authentic, are in reality promoting the Azerbaijani government’s messaging. These carefully crafted accounts, designed to appear genuine, consistently spread content that builds a positive image of Azerbaijan, responding to critical voices that might damage the government’s reputation. Particularly striking is their fervent support for Azerbaijan’s pro-environment initiatives, active defense against human rights accusations, and enthusiasm for announced environmental investments.

The analysis revealed that 71 associated profiles use a consistent style—most feature nature-themed profile pictures, often with repeated nature images, giving them an air of authenticity and an interest in climate issues. Posts are published at nearly uniform intervals, consistently portraying Azerbaijan as a leader in sustainable development and a key supplier of gas to Europe. According to Global Witness, these accounts employ automation tools, including bots, allowing rapid, mass content dissemination and enhancing reach. Mutual promotion among profiles further amplifies visibility, suggesting an organized campaign aimed at building a favorable international perception of Azerbaijan.

Gas, politics, and climate

The growing energy crisis in Europe has elevated Azerbaijan to the position of a crucial player, offering itself as an alternative gas supplier. For the country, this serves as an important bargaining chip, especially in the context of COP29, where, in addition to climate issues, energy security will increasingly be addressed. Azerbaijan, whose economy still relies on fossil fuels, sees an opportunity to strengthen its image as Europe’s strategic energy partner.

However, experts warn that constructing such a narrative, especially using suspicious social media accounts, could harm efforts to protect the climate. Such messages can not only distract from renewable energy investments but also ease pressure on developing green technologies, shifting the debate toward supporting the gas industry and positioning fossil fuels as a “safe” alternative.

Platform X under scrutiny

In its analysis, Global Witness criticizes platform X for lacking adequate monitoring and account verification mechanisms. The introduction of paid account verification in 2023 may have facilitated suspicious profiles in gaining credibility, increasing their reach and influence. This system allows accounts to shape narratives more effectively, especially among users who regard such accounts as verified and trustworthy.

In response to these findings, Global Witness calls for stricter monitoring measures and identification of similar disinformation campaigns, particularly ahead of internationally significant events like COP29. The organization notes that platform X’s algorithms, rather than limiting the spread of false information, may actually promote engaging, though not necessarily reliable, content that gains widespread popularity on the platform.

Manipulation and its consequences for COP29

The disinformation campaign supporting Azerbaijan’s pro-government narrative may affect COP29 proceedings and disrupt substantive debate on global climate challenges. If false or coordinated accounts significantly shape the social media narrative, there is a serious risk that part of the international public will be misled. Consequently, the perception of the climate situation and the purpose of COP29 itself could be distorted, potentially weakening support for genuine climate protection efforts in the long run.