Four minutes into a video that was posted on Instagram last month, Justin Bieber leaned in to the camera and adjusted the front of his black knit beanie. For some of his 130 million followers, it was a signal.
In the video, someone had posted a comment asking Bieber to touch his hat if he had been a victim of a child-trafficking ring known as PizzaGate. Thousands of comments were flooding in, and there was no evidence that Bieber had seen that message. But the pop star’s innocuous gesture set off a flurry of online activity, which highlighted the resurgence of one of social media’s early conspiracy theories.
Viewers quickly uploaded hundreds of videos online analyzing Bieber’s action. The videos were translated into Spanish, Portuguese and other languages, amassing millions of views. Fans then left thousands of comments on Bieber’s social media posts asking him if he was safe. Within days, searches for “Justin and PizzaGate” soared on Google, and the hashtag #savebieber started trending.
Four years ago, before the 2016 presidential election, the baseless notion that Hillary Clinton and Democratic elites were running a child sex-trafficking ring out of a Washington pizzeria spread across the internet, illustrating how a crackpot idea with no truth to it could blossom on social media — and how dangerous it could be. In December 2016, a vigilante gunman showed up at the restaurant with an assault rifle and opened fire into a closet.
In the years afterward, Facebook, Twitter and YouTube managed to largely suppress PizzaGate. But now, just months before the next presidential election, the conspiracy theory is making a comeback on these platforms — and on new ones such as TikTok — underlining the limits of their efforts to stamp out dangerous speech online and how little has changed despite rising public frustration.
Driven by these new elements, the theory has morphed. PizzaGate no longer focuses on Clinton and has taken on less of a political bent. Its new targets and victims are a broader assortment of powerful businesspeople, politicians and celebrities, including Bieber, Bill Gates, Ellen DeGeneres, Oprah Winfrey and Chrissy Teigen, who are lumped together as part of the global elite. For groups like QAnon, PizzaGate has become a convenient way to foment discontent.
The theory has also gone global. While it previously found traction mainly in the United States, videos and posts about it have racked up millions of views in Italy, Brazil and Turkey.
“PizzaGate never went away because it encompasses very potent forces,” including children’s safety and the power of elites, said Alice Marwick, a disinformation expert at the University of North Carolina at Chapel Hill. “But now there is so much scaffolding from people who have researched it, it wasn’t hard for others to pick up from there.”
PizzaGate is reaching a level that nearly exceeds its 2016 fever pitch, according to an analysis by The New York Times. TikTok posts with the #PizzaGate hashtag have been viewed more than 82 million times in recent months. Google searches for PizzaGate have skyrocketed.
In the first week of June, comments, likes and shares of PizzaGate also spiked to more than 800,000 on Facebook and nearly 600,000 on Instagram, according to data from CrowdTangle, a Facebook-owned tool for analyzing social interactions. That compares with 512,000 interactions on Facebook and 93,000 on Instagram during the first week of December 2016. From the start of 2017 through January this year, the average number of weekly PizzaGate mentions, likes and shares on Facebook and Instagram was under 20,000, according to the Times’ analysis.
The conspiracy has regained momentum even as its original targets — Clinton, her top aides and a Washington pizzeria, Comet Ping Pong — are still dealing with the fallout.
Hateful comments have recently surged on the Facebook page and Yelp and Google review pages for Comet Ping Pong, where the child trafficking supposedly happened. The pizzeria’s owner, James Alefantis, said he had received fresh death threats that caused the FBI to open a new investigation two months ago. The FBI said Friday that it could not confirm the existence of an investigation.
“There are no real options for someone like me. I don’t have the names or numbers for people to call at Google or TikTok,” Alefantis said. “But I don’t want to be that person who lives their life in fear.”
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