Researchers tracked 18 keywords commonly used in hostile narratives on platforms such as X (formerly Twitter), Facebook, Instagram, YouTube, and online forums.
Among them were derogatory terms referring to Ukrainians and slogans such as "Stop the Ukrainianisation of Poland."
The study found that such posts could have reached a total audience of 32.5 million. IMM experts estimated their advertising value equivalent at PLN 12 million (EUR 2.8 million, USD 3.3 million).
By comparison, a year earlier almost 327,000 similar posts were recorded over 12 months, reaching 75 million people.
Most of the content appeared on X, which accounted for 92 percent of the identified posts. Facebook carried just over 1 percent, while other platforms made up the remainder.
The report also noted that X’s AI chatbot, GROK, generated 265 entries using the tracked keywords, after it was updated in July with instructions not to avoid politically incorrect statements.
Michał Marek of Poland’s National Research Institute (NASK) commented that platforms present themselves as defenders of free speech but often resist accountability.
“I would not call it freedom of speech but rather an objection to responsibility for speech," he said. "It is a marketing device meant to encourage people to use the platforms."
Anti-Ukrainian narratives, pro-Russian disinformation
The researchers concluded that anti-Ukrainian narratives online often overlap with pro-Russian disinformation.
They include praise for Russian military actions and denial of atrocities, such as those committed by Russian troops in the Ukrainian town of Bucha.
Such narratives were most visible during the Polish presidential campaign, the anniversary of the Volhynia massacres, and after Ukrainian President Volodymyr Zelensky signed legislation curbing the independence of anti-corruption agencies.
According to Marek, the activity comes from both external and internal sources. “We see external actors, such as Belarusian and Russian outlets, pushing messages meant to frighten Poles about Ukrainians. But it is the internal disinformation networks that generate the largest reach, and the two factors reinforce each other,” he said.
The report also highlighted the role of Polish far-right figures.
Grzegorz Braun, a former presidential candidate, was identified as a leading voice spreading anti-Ukrainian content, along with his party’s official page. During the campaign, Braun frequently used offensive terms and falsely claimed that the Polish army was "preparing for intervention" in Ukraine.
The findings align with a previous study by the London-based Institute for Strategic Dialogue (ISD), which documented how Russian disinformation campaigns intensified in Poland ahead of the presidential election.
ISD noted three dominant false narratives: linking Ukrainians to terrorism, portraying them as a threat to Poland’s sovereignty, and undermining European support for Kyiv.
Some of the most viral false content included AI-generated videos purporting to show Ukrainian refugees being arrested by Polish police for plotting election-day attacks. These clips, shared on X, were viewed more than 650,000 times.
Other posts falsely claimed that 10 percent of Ukrainian refugees in Poland had ties to terrorist groups, with fabricated screenshots carrying the logos of respected media outlets such as the BBC, France24 and Der Spiegel.
The reports demonstrate how Poland has become a key target of skilfully run and well-coordinated disinformation campaigns, blending Russian narratives with local voices to fuel anti-Ukrainian sentiment.
(rt/gs)
Source: PAP