“A mysterious marketing agency secretly offered to pay social media stars to spread disinformation about Covid-19 vaccines,” reports the BBC.
“Their plan failed when the influencers went public about the attempt to recruit them.”
An influencer marketing agency called Fazze offered to pay [Mirko Drotschmann, a German YouTuber and journalist] to promote what it said was leaked information that suggested the death rate among people who had the Pfizer vaccine was almost three times that of the AstraZeneca jab. The information provided wasn’t true. It quickly became apparent to Mirko that he was being asked to spread disinformation to undermine public confidence in vaccines in the middle of a pandemic. “I was shocked,” says Mirko “then I was curious, what’s behind all that?” In France, science YouTuber Léo Grasset received a similar offer. The agency offered him 2000 euros if he would take part.
Fazze said it was acting for a client who wished to remain anonymous…
Both Léo and Mirko were appalled by the false claims. They pretended to be interested in order to try to find out more and were provided with detailed instructions about what they should say in their videos. In stilted English, the brief instructed them to “Act like you have the passion and interest in this topic.” It told them not to mention the video had a sponsor — and instead pretend they were spontaneously giving advice out of concern for their viewers… Since Léo and Mirko blew the whistle at least four other influencers in France and Germany have gone public to reveal they also rejected Fazze’s attempts to recruit them.
But German journalist, Daniel Laufer, has identified two influencers who may have taken up the offer.
But who’s behind the mysterious influencer marketing agency?
Fazze is a part of AdNow, which is a digital marketing company, registered in both Russia and the UK. The BBC has made multiple attempts to contact AdNow by phone, email and even a letter couriered to their Moscow headquarters, but they have not responded. Eventually we managed to contact Ewan Tolladay, one of two directors of the British arm of AdNow – who lives in Durham. Mr. Tolladay said he had very little to do with Fazze — which he said was a joint venture between his fellow director — a Russian man called Stanislav Fesenko — and another person whose identity he didn’t know… Both the French and German authorities have launched investigations into Fazze’s approaches to influencers. But the identity of the agency’s mystery client remains unclear.
There has been speculation about the Russian connections to this scandal and the interests of the Russian state in promoting its own vaccine — Sputnik V.
French YouTuber Léo Grasset believes we’ll see more attempts to manipulate public opinion, especially young people — apparently because it’s incredibly easy.
“Just spend the same money on TikTok creators, YouTube creators,” they tell the BBC. “The whole ecosystem is perfectly built for maximum efficiency of disinformation right now.”