A recent survey has highlighted the existence of numerous fake accounts on social media aimed at increasing the visibility of Azerbaijan as the COP29 approaches. These accounts were primarily created after July, during which the most engaging posts criticized Azerbaijan’s role in the Armenian conflict. The critical posts have gradually been eclipsed by official messages promoting the event. This strategy, highlighted by Global Witness, showcases an artificial inflation of the reach of government messages, silencing independent voices that express criticism regarding the management of the climate crisis and the repression of human rights by the country. Holding significant hydrocarbon reserves, Azerbaijan intends to increase its gas production by 50% in the next decade, raising further controversy as it prepares to host this major event.
An investigation revealed that numerous fake accounts on social media have been created to improve the image of Azerbaijan in light of hosting the COP29. These accounts emerged primarily after July, a period during which critical messages regarding Azerbaijan’s role in the conflict with Armenia were particularly engaging. However, by September, these criticisms were overshadowed by messages from the official account Cop29 Azerbaijan. This strategy, denounced by the organization Global Witness, allows the suppression of independent critiques regarding the issues linked to the climate crisis and the repression of human rights in the country.
Although it has faced criticism for its repression of civil society and its intent to increase gas production, Azerbaijan is preparing to oversee the UN climate summit scheduled for November 11. An analysis by Global Witness identified 71 suspicious accounts on the platform X, which massively propagate content in favor of the Azerbaijani government. These accounts often share images of nature and are mostly interconnected.
The adoption of these online influence practices is also highlighted by the past, notably by Meta, which had already pointed out the use of these schemes to target activists critical of the Azerbaijani regime. Security teams are currently working to restrict these coordinated and inauthentic behaviors.
the influence of fake accounts on perception ahead of COP29
A recent analysis of social media activity reveals the existence of fake accounts that actively support the organization of COP29 in Azerbaijan. Although these accounts were primarily created after July, their impact is already significant, reinforcing the positive perception of the event and stifling criticisms, such as those expressed through negative hashtags or their mentions of political tensions. The critical moment of their establishment coincides with a rise in critical posts towards the Azerbaijani government, creating an environment where these voices are increasingly marginalized.
a carefully orchestrated communication strategy
The debacle of COP28 in the United Arab Emirates has served as a lesson for Azerbaijani authorities, who now seem to be inspired by similar methods, particularly in managing online criticism. The use of networks of fake accounts is part of a clever strategy to dilute the impact of critiques on platforms where free expression is often threatened. The investigation thus reveals a deliberate manipulation of online opinion, suggesting that similar efforts to defend the presidency of COP29 will continue up to and during the event.
the challenges of independent criticism and open discussion
The use of fake accounts represents a major challenge for open discussion surrounding COP29. While Azerbaijan is facing accusations of human rights repression and poor climate records, critical voices are silenced by an abundance of messages supporting the government. With UN climate conferences having a decisive role in global political decisions, the importance of an authentic dialogue platform cannot be underestimated, but currently seems hindered by a sophisticated communication campaign.
