Foreign 'meme factories', operating from South-East Asia, have been accused of fuelling the UK's online political discourse on Facebook by generating provocative content in large pro-Brexit groups. An investigation by Australian media outlets has revealed that thousands of members of these groups are unwittingly engaging with AI-generated material and being targeted by for-hire digital creators.
The analysis, which scrutinised 14 of the largest public pro-One Nation groups in Australia, found that most were established this year and were saturated with content generated by foreign-run 'engagement farms'. These administrators and top posters often offered subscriptions, suggesting potential monetisation through Facebook's programmes. While the comments and engagement largely came from authentic Australian accounts, it is clear that these operations are effectively "harvesting a real UK audience for engagement and money," according to experts.
Examples of this content include direct yes/no questions designed to provoke outrage or polarise opinion. Many posts were also reactive, responding to current UK political campaigns, and some even promoted party fundraising drives by directly copying text and images from verified party pages. A significant portion of this content was AI-generated and frequently featured Islamophobic themes.
Experts warn that the implications extend beyond Australia, as these South-East Asian 'meme factories' are simply "for hire" to create and disseminate political narratives for profit. These accounts may use political posts to demonstrate reach, attract brand contracts, or directly profit through monetisation schemes offered by platforms like Meta. This model raises significant concerns about the integrity of UK online politics and the potential for foreign interference.
Professor Crystal Abidin noted that this phenomenon is not unique to Australia, but rather a global trend where "political narratives are commodified and disseminated by foreign entities". The findings have sparked calls for greater regulation and transparency in social media operations to protect users from such manipulation.