cross-posted from: https://scribe.disroot.org/post/3715609
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A current paid ad campaign running across Facebook, Instagram, and YouTube portrays [Hungarian opposition politician Péter] Magyar and [Ukrainian President Volodymyr] Zelensky as garbage to be thrown away. The same imagery now covers public spaces across Hungary—hundreds of posters featuring the two politicians holding Ukrainian flags, a clear attempt to discredit Magyar by associating him with support for Ukraine, which Orbán allies portray as shameful.
While the exact cost of the street campaign is unknown, even the most conservative estimates suggest it exceeds hundreds of thousands of euros. At minimum market prices, a national campaign using 500 billboards and 1,000 so-called citylight posters would cost around HUF 107.5 million (€270,000).
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March 2025, a Facebook page called Aktuális started running ad campaigns attacking both Ukraine and Péter Magyar. The page and brand were already active during the 2022 elections. Back then, Aktuális Media Non-Profit Ltd., founded by another pro-government media pundit, ran a similar wave of ads funded by unknown sources—then dissolved the company just before the election.
After a years-long hiatus, Aktuális returned with headlines like:
- “Péter Magyar and his allies aren’t just applauding the war—they’d send weapons.”
- “TISZA would admit Ukraine to the EU! Is that okay with you?”
In March 2025 alone, Aktuális spent HUF 14.8 million (€37,100) on Meta ads. In April and May, this more than doubled to HUF 31.8 million (€77,700), followed by a smaller June campaign of HUF 3.3 million (€8,270).
Who funds these ads remains a mystery. In Meta’s Ad Library, the sponsor is simply listed as “Aktuális”—despite the fact that the registered company no longer exists. Nearly all of the 2022 ads from Aktuális were eventually removed by Meta for violating policies on political advertising. Most likely, they breached rules against false representations of individuals or failed to disclose funding sources. But by the time they were taken down, the ads had already reached millions of users—and Meta had pocketed the ad revenue.
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According to company registry data obtained by Átlátszó, the other company running similar ads, Resistance Movement Non-Profit Ltd. was founded in 2024 and is solely owned by Bence Apáti, a pro-government media personality. Its registered address is a Budapest law firm’s office once owned by current Minister of Justice Bence Tuzson. According to the documents, Apáti can use the law firm’s office rent-free.
In its most recent financial report, the company posted a balance sheet total of HUF 22.45 million (€56,300) and a net profit of HUF 19.4 million (€48,640). The source of this revenue is not identified—and now, the company has somehow gained access to significantly more funds.
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Initially, the company [Resistance Movement Ltd. ] tried to hide its spending by categorizing its ads as “business ads,” which don’t fall under Google’s political ad transparency rules. The classification was later corrected, revealing the real figures. But delayed enforcement means the rules have little practical effect: by the time action is taken, the damage is done.
Even repeat violations carry no real consequences. Despite having hundreds of ads removed for policy breaches, the Aktuális page continues to run similar campaigns unhindered.
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