A new report out today from Google LLC’s Threat Intelligence Group reveals the discovery of a coordinated network of inauthentic news sites operated by four digital public relations firms.

The four firms, collectively referred to as Glassbridge, include Shanghai Haixun Technology Co. Ltd. and Shenzhen Bowen Media Co. Ltd., two Chinese companies that were found to be disseminating pro-People’s Republic of China content while posing as independent media outlets. Google has blocked more than 1,000 such sites from its platforms, citing violations of policies on editorial transparency and deceptive behavior.

Shanghai Haixun Technology is the most prolific among the firms and was found to have operated more than 600 domains removed by Google. It also uses newswire services such as Times Newswire and freelance platforms to amplify pro-Beijing messaging.

The second company, Shenzhen Bowen Media, was found to be running more than 100 domains posing as localized outlets. Bowen mixes PRC-aligned content with regional news in multiple languages, such as French, Thai and German.

According to Google, the Glassbridge network employs sophisticated tactics to create the illusion of independent journalism. The firms bulk-create websites designed to mimic legitimate local news outlets, mixing in repurposed content from PRC state media with localized news, a strategy that allows them to target diverse audiences across regions such as Asia, Europe, Africa and the Americas while maintaining a veneer of credibility.

Another entity involved in the operation was found to be Durinbrige Sdn. Bhd., a Malaysia-based marketing firm. Although Durinbrige was not found to be directly tied to the PRC, the firm was found distributing pro-PRC narratives through more than 200 websites. These include articles sourced from Dragonbridge, a prolific actor tracked by Google, focusing on topics such as Taiwan’s presidential elections and territorial disputes in the South China Sea.

Among the various tactics employed by the groups was the use of freelance platforms such as Fiverr International Ltd. For example, Shanghai Haixun Technology was found to have hired individuals to promote content across social media via Fiverr to amplify PRC messaging to a wider audience. The approach allows the firms to outsource much of their work while obscuring their direct involvement.

While Chinese firms feature prominently in the report, Google’s researchers do note that the coordinated influence campaigns are not limited to the PRC. Similar behavior has been observed from Russian and Iranian actors with campaigns that often exploit digital PR firms and newswire services to create plausible deniability, making it difficult to trace the true source of the narratives being pushed.

“The inauthentic news sites operated by Glassbridge illustrate how information operations actors have embraced methods beyond social media in an attempt to spread their narratives,” the researchers write. “By posing as independent, and often local news outlets, information operation actors are able to tailor their content to specific regional audiences and present their narratives as seemingly legitimate news and editorial content.”

The researchers added that “Google is committed to information transparency and we will continue tracking Glassbridge and blocking their inauthentic content on Google’s platforms.”

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