Romania’s recent presidential elections have been mired in controversy, particularly surrounding the unexpected rise of far-right candidate Calin Georgescu, whose campaign heavily utilized TikTok. His surprising victory during the first round of elections on November 24, 2024, was followed by the annulment of the results amid claims of foreign interference, raising questions about the integrity of the election process.
Reports indicate TikTok played a significant role in promoting Georgescu, as various influencers were reportedly used to craft and disseminate positive content about him. Kensington Communications, the agency managing this social media campaign for the center-right National Liberal Party (PNL), engaged about 130 influencers to create videos highlighting the qualities desired for a future president. The campaign yielded approximately 2.4 million views, but it raised eyebrows among observers when it was revealed taxpayer money funded these endorsements.
“It is a shock for everyone... public money offered by taxpayers to the PNL was used to promote another candidate,” noted a source from Romania's tax authority, emphasizing the conflict of interest. Georgescu's presence on TikTok surged exponentially, with reports indicating his following quadrupled, reaching 155,000 by election time.
Slated for repeat elections on December 8, 2024, following the annulment initiated by the Romanian Constitutional Court, the allegations against Georgescu's campaign gained momentum. Mainstream research highlighted not only the influencers’ coordinated efforts but also the discovery of extensive involvement from Russian accounts. According to Andra-Lucia Martinescu, a researcher at the UK-based Foreign Policy Centre, “This is just the tip of the iceberg. Networks affiliated with the Russian regime were involved in promoting Calin Georgescu,” shedding light on the broader implications of foreign manipulation.
Martinescu indicated there were nearly 1,100 posts shared daily by foreign accounts during the campaign, significantly impacting public perception. Following the elections, the Romanian Special Communications Service reported increased cyberattacks on national infrastructure and media, linking them directly to hostile foreign entities. The service remarked, “Both in the run-up and during the elections, cyberattacks increased in number and complexity.”
These attacks included targeted DDoS assaults aimed at disrupting Romania's media outlets, particularly one on Antena3’s website, which was targeted over consecutive days. Most of the attacks seemed to be conducted by IP addresses registered as originating from Russia, casting shadows over the elections.
The involvement of influencers and the allocation of resources raised red flags about the authenticity of the electoral process. Some influencers later expressed remorse for their roles, with comedian Alex Stremiteanu admitting he was paid to join the covert campaign titled #echilibrusiverticalitate (balance and righteousness) aimed at assuring Georgescu’s visibility on TikTok. This hashtag campaign collectively accrued 2.4 million views.
These machinations echo scenarios observed during other elections, including those rampant with similar interference tactics seen recently highlighted during Moldova’s presidential election. The NGO Expert Forum quantitatively compared the campaigns, asserting Georgescu managed to achieve virality resembling efforts notorious for originating from foreign state actors.
Despite the campaign's initial success, subsequent developments indicate the growing scrutiny over TikTok itself. The European Commission has opened formal investigations against the platform for potentially violating the Digital Services Act (DSA) by failing to adequately manage the risks linked to Romania’s electoral integrity. The platform has publicly stated, "We continue to work with the European Commission... to address requests and discuss concerns," underscoring its acknowledgment of the legal ramifications of the political turmoil.
Going forward, as Romanians prepare for the second round of elections, the wider consequences of TikTok’s role and the manipulation strategies employed by Georgescu’s campaign remain to be seen. It’s evident the elections have sparked intense debates over foreign interference, digital misinformation, and the boundaries of social media influence on democratic processes.
