Battling Disinformation in the Balkans: The Growing Need for Fact-Checking

In an era where artificial intelligence is revolutionizing content production and distribution, disinformation and misinformation have emerged as critical threats to media integrity, democratic processes, and electoral systems across the Western Balkans. These challenges were explored in depth during a recent episode of “Përballje Podcast,” featuring Aimona Vogli, editorial manager at Faktoje.al, a respected fact-checking organization operating in Albania and neighboring countries.

“It’s more important than ever to discuss fact-checking and verified information during election periods,” Vogli emphasized during her conversation with Telegraf editor-in-chief Muhamet Hajrullahu. She highlighted how the information citizens consume directly shapes their perception of reality and ultimately influences their voting decisions.

The media landscape in the Western Balkans faces particular challenges, according to Vogli. “Poor journalism and clickbait phenomena are widespread in the region,” she noted. Media outlets driven by the need to generate web traffic often resort to publishing unverified news, engaging in copy-paste reporting practices, and presenting information without proper context—all factors that significantly increase the risk of public misinformation.

This approach represents a serious threat to professional journalism standards, especially as social media platforms enable information to spread rapidly without passing through traditional editorial filters. The consequences extend far beyond the media industry itself.

“When we talk about disinformation, it’s not an abstract concept,” Vogli warned, citing alarming examples where false health information has led people to discontinue necessary medications, potentially endangering lives. Such real-world impacts underscore the urgent need for reliable fact-checking mechanisms.

Faktoje.al addresses this need by operating along two principal axes: verifying statements and promises made by public officials, and identifying disinformation narratives circulating online—particularly those influenced by malicious foreign actors seeking to destabilize the region.

The prevalence of what Vogli terms “substandard or click journalism” represents a significant challenge across the Western Balkans. In many newsrooms, the pursuit of audience engagement has superseded fundamental journalistic principles like source verification and contextual reporting. This race for clicks creates fertile ground for misinformation to flourish.

The conversation also delved into artificial intelligence’s dual role in the information ecosystem. While AI technologies are increasingly deployed to create sophisticated manipulated content and spread disinformation, they’re simultaneously being harnessed to develop more advanced verification tools. However, Vogli offered an important reminder: “Technology doesn’t have critical thinking”—highlighting the irreplaceable value of trained journalists and an informed public.

For consumers navigating this complex information landscape, Vogli’s advice is straightforward but powerful: pause, reflect, and verify the source before believing or sharing content that triggers strong emotional reactions. This simple practice can help individuals avoid unwittingly becoming vectors for misinformation.

Despite the formidable challenges posed by political propaganda, algorithmic manipulation, and rapid technological change, Vogli remains cautiously optimistic about journalism’s future. “Journalism is a mission,” she asserted, expressing confidence that principled journalists and organizations will continue their essential work of truth-seeking and fostering critical thinking skills across society.

The conversation underscores a broader reality facing the Western Balkans and democracies worldwide: as information warfare becomes increasingly sophisticated, fact-checking organizations like Faktoje.al represent a crucial line of defense for electoral integrity and informed civic participation. Their work has never been more challenging—or more vital—than in today’s digitally transformed media environment.