Battle for Moldova’s future: Gendered disinformation is Russia’s secret weapon

Kristina WiIfore is co-founder of #ShePersisted, a global platform for addressing digital threats to women leaders.

As Moldova hurtles toward critical elections on Sunday, the stakes couldn’t be higher. Malicious actors, bankrolled by foreign sources, are working to sway the country’s public. And their target? President Maia Sandu — fighting not only for reelection but for her country’s future as a European democracy.

 As Moldova’s first female president, Sandu’s candidacy has become ground zero for a flurry of gendered disinformation attacks, all designed to undermine her leadership and derail the nation’s EU membership referendum, which coincides with the election.

This is no ordinary election. It’s an all-out assault on Moldova’s sovereignty, and at the heart of the battle lies one simple truth: Whoever controls the narrative determines Moldova’s future.

In a crowded field of 10 candidates, Sandu’s still expected to win the first round, despite being buffeted by efforts to weaken and discredit her and the women serving in her administration. These attacks are gendered, insidious and relentless, looking to exploit traditional gender norms in a country where 97 percent of the population believes women should be “cherished and protected by men.”

But this isn’t about traditional values — it’s about manipulating them to maintain Russia’s grip on Moldova.

President of The European Commission, Ursula von der Leyen shakes hands with President of Moldova, Maia Sandu. | Elena Covalenco/AFP via Getty Images

Disinformation targeting female leaders isn’t just a women’s issue. It’s a democracy issue; it’s a human rights issue; and in the digital age, it’s also a matter of national security. These weaponized lies are meant to fracture the foundations of participatory governance and erode trust in democracy.

Our organization, #ShePersisted, has been tracking these toxic trends since 2022, identifying common gendered narratives aimed at women in politics across major digital platforms in countries like Italy, Hungary and Ukraine. Now, it’s Moldova that’s become the latest battleground in Russia’s destabilization playbook.

The parallels to the U.S. are striking here. Much like Vice President Kamala Harris, who has similarly been the target of disinformation campaigns, Sandu’s candidacy has been a lightning rod for misogyny cloaked in political rhetoric. And just as we’ve seen false claims about Harris’s identity and qualifications, Moldova’s social media platforms are awash with deepfake videos and conspiracy theories aimed at the sitting president.

Both women have dealt with an onslaught of digital attacks designed to weaken the public’s trust in their leadership — attacks that are gendered, racist and xenophobic — and it’s no accident these narratives spread so easily. Social media algorithms reward the most divisive content. For the Kremlin, manipulating online discourse by gaming algorithms is as easy as shooting fish in a barrel, all thanks to the oligarchs of tech that foster this environment, where digital distortions flourish in the name of keeping users hooked and advertisers paying.

In Moldova in particular, the malign actors are explicitly pro-Russian, using inauthentic and coordinated behavior to seed and amplify their attacks. And the campaigns are part of a broader strategy to destabilize the country, oust pro-European Sandu and drag Moldova back into Russia’s orbit.

The Kremlin’s use of deepfakes and false narratives — claiming Ukrainian F-16s will soon land on Moldovan soil and fabricating stories about compulsory EU-mandated “sexual education” — mirrors the chaos it tried to sow in the 2016 U.S. election. Its methods, however, have become more sophisticated. According to a joint statement by the U.S., Canada, and the U.K., Russia is now actively using “disinformation, criminal and covert activities, and corruption to undermine sovereignty and democratic processes” in the upcoming Moldovan elections.

In Moldova in particular, the malign actors are explicitly pro-Russian, using inauthentic and coordinated behavior to seed and amplify their attacks. | Daniel Mihailescu/AFP via Getty Images

Despite the red alert, though, it’s still largely U.S.-based digital media companies that are acting as modern-day conflict profiteers.

Earlier this year, #ShePersisted combined social listening with forensic data analytics to understand the toxicity directed at women leaders in Moldova. The results? A chilling glimpse into the future of global disinformation campaigns.

From deepfakes of Sandu resigning while wearing a hijab to offers of bribes for voters to reject Moldova’s EU integration, the manipulation is as multifaceted as it is dangerous.

In one case, exiled oligarch and opposition leader Ilan Shor — widely seen as “Moscow’s man in Moldova” — used Facebook to run hundreds of ads that were viewed 155 million times. And the fact that he could do this while not, in fact, being in Moldova is a testament to the power online infrastructure afforded him, as Meta has repeatedly failed to track and remove these coordinated campaigns.

But the threats aren’t confined to political manipulation. Human traffickers and scam artists are leveraging these same platforms to victimize Moldovans too. In a country where 80 percent of the population is deeply concerned about human trafficking [LINK?], social media platforms have become the primary tool for traffickers, targeting vulnerable women and girls.

And what has Meta done? Almost nothing. Regardless of clear abuse, social media giants continue to prioritize profits over safety, allowing both gendered disinformation and criminal exploitation to thrive.

For Moldova, the road ahead is now fraught with peril— it’s a path the U.S. knows all too well. And as Sandu prepares for a tight election, the parallels between the challenges faced by women leaders worldwide are impossible to ignore.

Whether it’s Harris or Sandu, gendered disinformation is among the most powerful tools bad actors use to erode democratic progress around the world today. And if social media platforms don’t step up to enforce their own rules — removing posts inciting violence, disabling accounts that spread gendered falsehoods and curtailing the amplification of disinformation — they’ll continue to be complicit in corrosion of democracy.

Moldova’s election isn’t just a fight for one woman’s political future, it’s a fight for the future of democracy itself. Like any good fight, it requires action — in this case, both online and off. And if we fail to address the weaponization of gendered disinformation now, the next battlefield could be much nearer to home.