WCC NEWS: Conference in Tallinn explores role of churches in countering disinformation

The annual European Christian Internet Conference (ECIC) in Tallinn, Estonia this week explored the role of churches in countering disinformation and being themselves a credible voice of truth. Keynote by the founder of the Baltic Center for Investigative Journalism Re:Baltica Inga Spriņģe explored the latest disinformation trends in the Baltics and the psychology that makes misleading narratives so effective. Photo: Ivars Kupcis/WCC 18 September 2025 Under the theme “Leading in the Age of Misleading: The Role of Churches in Countering Disinformation,” the conference gathered church media and communication experts from 12 European countries. The three conference days featured keynotes, workshops, discussions, and exchange among participants, learning from best practices and each other. The conference was hosted by the Estonian Evangelical Lutheran Church (EELC). Exploring Estonia’s experience, Most Rev. Urmas Viilma, archbishop of the EELC and president of the Estonian Council of Churches, spoke at the conference on the security and freedom of religion on the border between East and West. “The church should be a place of spiritual comfort - but when the pulpit becomes a tool of political propaganda, it forces people to choose between their faith and their civil loyalty,” said Archbishop Urmas Viilma. “How can a democratic state protect itself from a security threat, still respecting the religious freedom?”  The archbishop added that the Estonian answer is balance, which involves a challenge “to defend our freedom without naivety, and to protect security without undermining human rights." Most Rev. Urmas Viilma, archbishop of the Estonian Evangelical Lutheran Church and president of the Estonian Council of Churches, spoke at the ECIC 2025 conference on the security and freedom of religion on the border between East and West. Photo: Ivars Kupcis/WCC Conference participants were able to learn from the experience in countering disinformation by Estonian nongovernmental organization Propastop, whose representative explored main hostile narratives encountered in Estonia and shared effective, ethical countermeasures relevant to newsrooms and communicators.  Investigative journalist and founder of the Baltic Center for Investigative Journalism Re:Baltica Inga Spriņģe explored why audiences today are more interested in powerful stories than in facts, exploring the latest disinformation trends in the Baltics and the psychology that makes misleading narratives so effective. But disinformation is not only the work of hostile actors - it can emerge from within trusted institutions, including the churches. Matthew Batten, director of Communication at the Church in Wales, UK in his keynote “When official stories mislead: Digital activism and the battle for truth in the Church” explored the Church of England’s response to the Makin Review as a striking example how closed, hierarchical communication can fuel misinformation, and how digital activism can reshape authority. Participants of the conference gained practical strategies for dismantling misleading narratives, engaging transparently, and building trust as churches seek to be credible witnesses to truth in an age of disinformation. ECIC 2025 participants visited the e-Estonia Briefing Centre, learning about the digitalization of the Estonian society, its major success stories and country’s know-how and expertise in digital services. Photo: Ivars Kupcis/WCC Participants explored why the social media landscape today is more fragmented – and more fragile – than ever before. A workshop, “Social Media in Times of Uncertainty: Navigating Fragmentation, Ethics, and Strategy,” led by Lari Lohikoski, head of Online Communications at the Evangelical Lutheran Church of Finland, unpacked the key dynamics shaping today’s social media environment.  Sharing experiences and perspectives from different national contexts, participants discussed how to make communication strategies that are not only smart and effective, but also ethical and resilient in uncertain times. During the conference, ECIC 2025 participants also visited the e-Estonia Briefing Centre, promoting the e-Estonia concept and country’s know-how and expertise in digital services. Communicators from all across Europe were introduced to the underlying mechanisms of digitalization of the Estonian society and its major success stories, including the e-governance, e-residency, and cyber security. The European Christian Internet Conference (ECIC), established over 20 years ago, brings together a diverse array of digital professionals - from online pastors, digital strategists, and content creators, to web and social media managers and beyond. They represent a broad spectrum of churches and Christian organizations, reflecting the many expressions of Christianity across the continent. Photos from ECIC 2025 in Tallinn, Estonia  More information about the European Christian Internet Conference (ECIC) The annual European Christian Internet Conference (ECIC) in Tallinn, Estonia gathered participants from Finland, Sweden, Denmark, Germany, Belgium, Austria, Switzerland, Italy, United Kingdom, Poland, Latvia and Estonia. Photo: Ivars Kupcis/WCC See more

The World Council of Churches promotes Christian unity in faith, witness and service for a just and peaceful world. An ecumenical fellowship of churches founded in 1948, today the WCC brings together 356 Protestant, Orthodox, Anglican and other churches representing more than 580 million Christians in over 120 countries, and works cooperatively with the Roman Catholic Church. The WCC general secretary is Rev. Prof. Dr Jerry Pillay from the Uniting Presbyterian Church in Southern Africa. Media contact: +41 79 507 6363; www.oikoumene.org/press Our visiting address is: World Council of Churches Chemin du Pommier 42 Kyoto Building Le Grand-Saconnex CH-1218 Switzerland