Deluge of ‘pink slime’ websites threaten to drown out truth with fake news in US election

Political groups on the right and left are using fake news websites designed to look like reliable sources of information to fill the void left by the demise of local newspapers, raising fears of the impact that they might have during the United States’ bitterly fought 2024 election.

Some media experts are concerned that the so-called pink slime websites, often funded domestically, could prove at least as harmful to political discourse and voters’ faith in media and democracy as foreign disinformation efforts in the 2016 and 2020 presidential elections.

According to a recent report from NewsGuard, a company that aims to counter misinformation by studying and rating news websites, the websites are so prolific that “the odds are now better than 50-50 that if you see a news website purporting to cover local news, it’s fake.”

NewsGuard estimates that there are a staggering 1,265 such fake local news websites in the US – 4% more than the websites of 1,213 daily newspapers left operating in the country.

“Actors on both sides of the political spectrum” feel “that what they are doing isn’t bad because all media is really biased against their side or that that they know actors on the other side are using these tactics and so they feel they need to,” said Matt Skibinski, general manager of NewsGuard, which determined that such sites now outnumber legitimate local news organizations. “It’s definitely contributed to partisanship and the erosion of trust in media; it’s also a symptom of those things.”

Pink slime websites, named after a meat byproduct, started at least as early as 2004 when Brian Timpone, a former television reporter who described himself as a “biased guy” and a Republican, started funding websites featuring names of cities, towns and regions like the Philly Leader and the South Alabama Times.

Timpone’s company, Metric Media, now operates more than 1,000 such websites and his private equity company receives funding from conservative political action committees, according to NewsGuard.

The Leader recently ran a story with the headline, “Rep Evans votes to count illegal aliens towards seats in Congress.”

In actuality, Representative Dwight Evans, a Democrat, did not vote to start counting undocumented immigrants in the 2030 census but rather against legislation that would have changed the way the country has conducted apportionment since 1790.

That sort of story is “standard practice for these outlets”, according to Tim Franklin, who leads Northwestern University’s Local News Initiative, which researches the industry.

“They will take something that maybe has just a morsel of truth to it and then twist it with their own partisan or ideological spin,” Franklin said. “They also tend to do it on issues like immigration or hot-button topics that they think will elicit an emotional response.”

A story published this month on the NW Arkansas News site had a headline on the front page that reported that the unemployment rate in 2021 in Madison county was 5.1% – even though there is much more recent data available. In April 2024, the local unemployment rate was 2.5%.

“Another tactic that we have seen across many of this category of sites is taking a news story that happened at some point and presenting it as if it just happened now, in a way that is misleading,” Skibinski said.

The left has also created websites designed to look like legitimate news organizations but actually shaped by Democratic supporters.

The liberal Courier Newsroom network operates websites in Arizona, Florida, Iowa, Michigan and Nevada, among other states, that – like the conservative pink slime sites – have innocuous sounding names like the Copper Courier and Up North News. The Courier has runs stories like “Gov Ducey Is Now the Most Unpopular Governor in America,” referring to Doug Ducy, the former Republican Arizona governor.

“In contrast, coverage of Democrats, including US President Joe Biden, Democratic Arizona Gov Katie Hobbs, and US Sen Mark Kelly of Arizona, is nearly always laudatory,” NewsGuard stated in a report about Courier coverage.

Tara McGowan, a Democratic strategist who founded the Courier Newsroom has received funding from liberal donors like Reid Hoffman and George Soros, as well as groups associated with political action committees, according to NewsGuard.

“There are pink slime operations on both the right and the left. To me, the key is disclosure and transparency about ownership,” said Franklin.

In a statement, a spokesperson for the Courier said comparisons between its operations and rightwing pink slime groups were unfair and criticized NewsGuard’s methodology in comparing the two.

“Courier publishes award-winning, factual local news by talented journalists who live in the communities we cover, and our reporting is often cited by legacy media outlets. This is in stark contrast to the pink slime networks that pretend to have a local presence but crank out low-quality fake news with no bylines and no accountability. Courier is proudly transparent about our pro-democracy values, and we carry on the respected American tradition of advocacy journalism,” the spokesperson said.

While both the left and the right have invested in the pink slime websites, there are differences in the owners’ approaches, according to Skibinski.

The right-wing networks have created more sites “that are probably getting less attention per site, and on the left, there is a smaller number of sites, but they are more strategic about getting attention to those sites on Facebook and elsewhere”, Skibinski said. “I don’t know that we can quantify whether one is more impactful than the other.”

Artificial intelligence could also help site operators quickly generate stories and create fake images.

“The technology underlying artificial intelligence is now becoming more accessible to malign actors,” said Kathleen Hall Jamieson, a University of Pennsylvania communications professor and director of the Annenberg Public Policy Center, which publishes Factcheck.org. “The capacity to create false images is very high, but also there is a capacity to detect the images that is emerging very rapidly. The question is, will it emerge rapidly with enough capacity?”

Still, it’s not clear whether these websites are effective. Stanford University reported in a 2023 study that engagement with pink slime websites was “relatively low” and little evidence that living “in a news desert made people more likely to consume pink slime”.

The Philly Leader and the NW Arkansas News both only have links to Facebook accounts on their websites and have less than 450 followers on each. Meanwhile, the Copper Courier and Up North News have accounts on all the major platforms and a total of about 150,000 followers on Facebook.

Franklin said he thinks that a lot of people don’t actually click links on social media posts to visit the website.

“The goal of some of these operators is not to get traffic directly to their site, but it’s to go viral on social media,” he said.

Republican lawmakers and leaders of the conservative news sites the Daily Wire and the Federalist have also filed a lawsuit and launched investigations accusing NewsGuard of helping the federal government censor right-leaning media. The defense department hired the company strictly to counter “disinformation efforts by Russian, Chinese and Iranian government-linked operations targeting Americans and our allies”, Gordon Crovitz, the former Wall Street Journal publisher who co-founded NewsGuard, told the Hill in response to a House oversight committee investigation. “We look forward to clarifying the misunderstanding by the committee about our work for the Defense Department.”

To counter the flood of misinformation, social media companies must take a more active role in monitoring such content, according to Franklin and Skibinski.

“The biggest solution to this kind of site would be for the social media platforms to take more responsibility in terms of showing context to the user about sources that could be their own context. It could be data from third parties, like what we do,” said Skibinski.

Franklin would like to see a national media literacy campaign. States around the country have passed laws requiring such education in schools.

Franklin also hopes that legitimate local news could rebound. The MacArthur Foundation and other donors last year pledged $500m to help local outlets.

“I actually have more optimism now than I had a few years ago,” Franklin said. “We’re in the midst of historic changes in how people consume news and how it’s produced and how it’s distributed and how it’s paid for, but I think there’s still demand for local news, and that’s kind of where it all starts.”