Conspiratorial Claims and Institutional Distrust in Canada's Online Ecosystem
Media Ecosystem Observatory
In its new national study, the Media Ecosystem Observatory (MEO) finds limited belief in conspiracy theories, but outsized visibility driven by a small number of highly active online accounts.
Public critique of democratic institutions can be a sign of a healthy democracy. But when skepticism transforms into claims of covert elite coordination and harm, it can distort public debate and erode trust. Our newest brief, “Conspiratorial Claims and Institutional Distrust in Canada’s Online Ecosystem,” examines how anti-institutional conspiratorial claims circulate online and how widely they resonate with Canadians.
Drawing on a nationally representative survey of 1,459 Canadians and an analysis of more than 14 million social media posts across X, TikTok, Instagram, and Bluesky over 2.5 years, the brief provides one of the most comprehensive assessments to date of conspiratorial narratives in Canada’s digital information environment.
Highlights: - Awareness is widespread; belief remains limited. Between 29% and 63% of Canadians report hearing about the conspiracies studied, but only a minority endorse them. Support is highest for claims about gender indoctrination (21%) and media–elite collusion (16%). - A small number of accounts drive most visibility. The top 100 accounts are responsible for 68% of conspiratorial posts and capture nearly 90% of views. - Influencers drive production and amplification. Influencers generate the vast majority of conspiratorial posts and engagement. - Platform dynamics shape exposure. X accounts for most conspiratorial posts and 70% of total likes across platforms. Frequent X users are significantly more likely to report awareness of and belief in these claims than infrequent social media users. - Engagement spikes around major events. Conspiratorial narratives surge during elections, wildfire season, and other high-profile moments, often driven by a small number of viral posts.
"The good news is that most Canadians are not embracing these conspiracy theories. But around 100 accounts are giving these narratives huge visibility. That visibility can shape how institutional distrust is articulated and amplified online, even when belief remains limited.” - Mika Desblancs-Patel, lead author and Research Engineer, MEO
“The findings are a good reminder that content that receives a lot of visibility online does not necessarily represent the views of a majority of Canadians. Platform amplification can elevate certain narratives far beyond their level of public support, shaping perceptions of what others believe.” - Mathieu Lavigne, co-author of the report and Analytical Lead, MEO
The brief identifies eight prominent conspiratorial claims in Canada spanning public health, elections, media, education, climate policy, digital identity, and the so-called “deep state.” Across these narratives, common themes include allegations of coordinated elite manipulation and institutional bad faith.
The report concludes that addressing these dynamics requires both structural transparency, particularly around algorithmic amplification, and proactive public communication that addresses legitimate concerns before conspiratorial claims gain traction.
The full brief is available here.
This brief is produced as part of an ongoing series by the MEO intended to benchmark the health of the Canadian information ecosystem, political discourse, and the attitudes and behaviors of Canadians.
For media inquiries, please contact:
Isabelle Corriveau