Hungarian government spent millions on anti-EU media campaign in Europe

Newly obtained documents reveal that the Hungarian government spent over HUF 313 million on a 2021 media campaign to promote Prime Minister Viktor Orbán’s criticisms of the European Union across Europe.

The campaign, titled ‘On the Future of the European Union – Hungary’s Proposals’, featured a seven-point critique and explicitly stated, ‘We say no to a European empire!’ While initial reports focused on advertisements in Spain and Denmark, records show the message was published in 18 different foreign newspapers. The gross cost included a net advertising expense of HUF 213.4 million and a 15 per cent agency fee paid to New Land Media.

Broader investigations into the Hungarian media landscape highlight a system of centralized state funding. Pro-government media entities, such as the conglomerate Mediaworks, have received billions through state-funded advertising campaigns. These funds are often distributed via the National Communications Office, overseen by Cabinet Minister Antal Rogán, which awards large contracts to marketing companies that then provide materials to Fidesz-aligned outlets.