TikTok-cracy: Social Media and Political Manipulation in Bulgaria

Bulgaria’s political party “Progressive Bulgaria” has been found using Russian-language hashtags in its TikTok content, according to reporting by Bulgarian news outlet Новини СЕГА. The practice emerged during an investigation into the party’s social media strategy ahead of the 2026 parliamentary elections, raising concerns about foreign influence and digital campaigning transparency.

The discovery was made by media analysts monitoring the party’s official TikTok account, where several videos posted in early April 2026 included hashtags such as #Россия, #Правда, and #Новости, which are commonly associated with Russian state-aligned narratives and disinformation campaigns. While the party maintains its content is intended for Bulgarian-speaking audiences interested in international affairs, the use of Cyrillic-script hashtags originating from Russian information ecosystems has drawn scrutiny from media watchdogs.

Context: TikTok and Political Influence in Bulgaria

The findings come amid broader concerns about the role of TikTok in shaping political discourse in Bulgaria. A recent report by Dnevnik.bg, titled “Тикток-крация-2: гласува се без надеждни средства за различаване на онлайн манипулации” (“TikTok-ocracy 2: Voting Without Reliable Tools to Distinguish Online Manipulation”), highlighted the lack of effective mechanisms for voters to detect coordinated inauthentic behavior on the platform, particularly during election periods.

Previous Warnings About Social Media Use by Bulgarian Politicians

Earlier in April 2026, the news outlet Капитал published an analysis titled “От Tik Tok до парламента: разкодираха ли българските политици социалните мрежи?” (“From TikTok to Parliament: Have Bulgarian Politicians Decoded Social Media?”), which examined whether political figures were adapting their messaging to platform-specific algorithms. The piece noted that while some parties had successfully engaged younger voters through short-form video, others risked amplifying unverified or externally sourced content without adequate oversight.

Party Response and Ongoing Monitoring

When contacted for comment, representatives of “Progressive Bulgaria” stated that their TikTok activity focuses on domestic policy issues and European affairs, and that the use of certain hashtags was unintentional, stemming from automated content suggestions or third-party editing tools. They affirmed their commitment to transparent digital campaigning and said they are reviewing their social media protocols to prevent similar occurrences.

Media monitoring groups, including the press watchdog associated with Клуб ‘Z’, have called for greater accountability from political parties regarding their use of foreign-influenced digital trends. They urged the State Election Commission to issue clear guidelines on social media use during election campaigns, particularly concerning hashtags and audio tracks that may originate from disinformation-prone environments.

As of April 18, 2026, no formal investigation has been launched by Bulgarian authorities into the matter. However, the incident has added to growing pressure for regulatory clarity over how political actors navigate global social media platforms, especially those with documented links to foreign state-backed influence operations.