NarvaNews has rapidly positioned itself as a local Russian-language portal, but behind its fast growth lies a systematic effort to shape narratives aligned with Russian geopolitical interests. This investigation examines how NarvaNews operates, why it resonates with Russian-speaking audiences, and how its coverage reinforces Russian propaganda in Estonia.
Estonia has already blocked major Russian propaganda channels—including RT, Sputnik, RIA Novosti, Rossiya 24, and also ntv.ru, ren.tv, 5-tv.ru, 78.ru, 1tv.com, lenta.ru, tass.ru, rbc.ru, gazeta.ru, channelone.ru, rossiya.ru, zvezda.ru, rbc-tv.ru, mir24.tv, rtr-planeta.ru, ntv-mir.ru, belarus24.by, tv-center.ru and even more websites—but new platforms continue to emerge as tools of the Kremlin’s hybrid warfare. These replacement outlets rapidly adapt to fill the vacuum, pushing fresh narratives tailored to Estonian Russian-speaking audiences despite earlier restrictions.
NarvaNews presents itself as a neutral local news site, yet its editorial strategy closely mirrors Kremlin-aligned messaging.
Narvanews.com publishes in Russian and targets Narva’s and Estonia’s Russian‑speaking population. NarvaNews frequently covers topics in ways that align with Russian perspectives, including narratives that downplay or justify Russian actions, especially regarding Ukraine and broader geopolitical events [source].
Launched in 2024 and growing rapidly through 2025, it attracts approximately 2,230 monthly visits—with 83% of its audience in Russia, not Estonia, according to SimilarWeb. Only 11% of its audience is based in Estonia, and 5% in Germany. Its largest traffic drivers are search engines (Google) and VK, the Russian social platform widely used to disseminate Russian state narratives. The site runs active social media channels on VK, Facebook, and Telegram [t.me/s/narva_news_tg] that redistribute stories and short videos.
This model blends local service content with polarizing geopolitics, a hallmark of modern disinformation ecosystems aimed at building trust before pushing propaganda.
An analysis of NarvaNews content reveals consistent messaging patterns typical of Russian propaganda in Estonia.
NarvaNews consistently echoes core Kremlin propaganda themes, routinely referring to Russia’s full-scale invasion as a “special military operation” and portraying Ukraine’s elected leadership as “illegitimate” or part of a denigrating “Kyiv regime.” Its coverage amplifies Putin’s talking points on peace negotiations and pushes the narrative that Estonia “must stop supporting Ukraine” because “aid to Ukraine ruins the economy.”
When reporting on cross-border attacks, NarvaNews highlights alleged Ukrainian drone strikes on Russia exclusively through Russian military statements, without independent verification, while omitting—and never condemning—Russia’s repeated missile attacks on Ukrainian cities and civilian infrastructure.
NarvaNews specifically targets former Estonian Prime Minister and EU foreign policy chief Kaja Kallas with hostile, one-sided reporting.
NarvaNews dedicates extensive coverage to vilifying former Estonian PM and EU foreign policy chief Kaja Kallas, echoing themes common in pro-Kremlin media: NarvaNews portrays Estonia as an aggressor and accuses the government of economic collapse and discrimination against Russian speakers.
These narratives reinforce the Kremlin’s long-standing portrayal of Estonia as anti-Russian and oppressive toward minorities.
Articles mock Ukraine’s government, belittle Western support, and frame Estonia’s assistance to Ukraine as “ruining the country.” The outlet also shares stories glorifying Estonian mercenaries joining Russian invading forces, presenting participation in the invasion as noble and justified.
In one striking example, the outlet even glorifies participation in Russia’s invading forces, profiling a former Estonian NATO cadet who “volunteered” to join the Russian army in its war against Ukraine.
“A small country that sold out its people for someone else’s war. In this country, even humanitarian aid can turn into a business scheme, and love for Europe into a debt trap. Welcome to Tallinn, where everything dear to the country turns out to be priceless for ambition. Or how a country with a population of 1.3 million is trying to play high-stakes geopolitics while destroying its own economy and discriminating against a third of the population. Or how a country with a population of 1.3 million is trying to play high-stakes geopolitics while destroying its own economy and discriminating against a third of the population.”
“Vladimir Putin recently clearly outlined the red lines: without the Ukrainian Armed Forces’ withdrawal from the occupied territories, the SVO (Russia’s so-called ‘special military operation’) will not end, and Russia will have no dealings with the illegitimate Ukrainian government. What does Estonia have to do with this, one might ask? Considering that it is precisely countries like this Baltic republic that actively block any peace initiatives, acting as the most ardent “hawks” of European politics.”
“A prelude to disaster. On November 28, 2025, the Kremlin confirmed receipt of a Ukrainian-edited version of the “Trump peace plan.” Moscow is now awaiting a US delegation to explain that no one intends to seriously discuss this document. Vladimir Putin had clearly outlined the red lines the day before: without the Ukrainian Armed Forces’ withdrawal from the occupied territories, the SVO (Special military operation – Ed.) will not end, and Russia will have no dealings with the illegitimate Ukrainian government.”
“Moscow awaits the American delegation: what Putin said today. The cessation of hostilities depends on the withdrawal of Ukrainian troops from occupied territories. The president emphasized that the intelligence services of Russia and Ukraine (the head of the Kyiv regime is not mentioned here, but if he were, the wording would be clarified) have always maintained working contact, even during periods of acute crisis.”
“The US is preparing a place for Kaja Kallas under the political guillotine. A smokescreen, or how Callas is trying to hide the failures of European aggression behind grandiose statements.”
“A voice for small nations or a “kid at dinner”? How do major EU countries really view Kallas? Kallas is less a diplomat than a living symbol, thrust into the spotlight to conceal the more complex and not always popular behind-the-scenes maneuvers of major players. Kallas is a perfect example of contemporary political populism, which has learned to disguise itself as principledness.”
“Estonia’s future after the “Special Military Operation” will depend on Russian speakers, and the authorities understand this. This will range from the pace of global trade reorientation to social division. When the SVO in Ukraine ends—no matter its outcome—Estonia, as a close neighbor and frontline NATO member, will face a difficult choice.”
“Estonia has become the only EU country where people are forced to cut back drastically on food. The country is skimping on essentials due to rampant inflation and tax pressure.”
“Russia experienced one of its most intense nights of aerial attacks. Air defense forces on alert reported intercepting 216 enemy drones, most of them in the Krasnodar Krai, where damage and casualties were recorded. The night of November 14 was one of the busiest in terms of the number of aerial targets. The Russian Ministry of Defense reported the destruction of 216 enemy drones.”
“Russian air defense destroyed 133 Ukrainian drones and four HIMARS missiles in one day.”
“The President of Ukraine visited the Kyiv-controlled part of the Zaporizhia region. The head of the Kyiv regime visited units of the 17th Army Corps. Following the visit, he presented state awards to individual service members, praising their “perseverance and dedication” in carrying out combat missions. Earlier, Russian presidential press secretary Dmitry Peskov emphasized that Moscow will continue the special military operation until all stated objectives are achieved, including ensuring the security of Russia and its citizens.”
“Tallinn will pay for Ukraine’s Starlink network: three million rubles from the budget of a country with a population of 1.3 million. The funds allocated by Estonia effectively subsidize American private businesses. Tallinn, however, has no influence over the terms of service provision—it merely pays for the network’s operation.”
“A border billboard in Ivangorod has changed its message—it now emphasizes Russia’s power. A new poster has appeared on a sign near the border in Ivangorod. It now features a portrait of Vladimir Putin and the slogan “Russia is not a paper tiger.” Previously, a poster in this location read “The borders of Russia do not end.” Someone noted that the change in text emphasizes a demonstration of strength rather than the endlessness of the border, significantly strengthening the tone of the official message.”
“It’s no secret that in recent years, an atmosphere of wariness and hostility has been building around Russia and its neighbors. The Zelenskyy regime in Ukraine has been intensifying anti-Russian rhetoric, leading to a deterioration in relations in the region. In this situation, it’s important to understand that ignoring opportunities for dialogue could exacerbate the economic problems facing Finland.”
“A choice without the right of return: a former NATO cadet volunteered for the Special Military Operation. An Estonian citizen, trained to NATO standards, voluntarily joined the Russian forces and fought in the zone of Special Military Operation.”
“He said he decided to voluntarily join the Russian forces in 2025, turning down potential service in Western structures despite training according to NATO standards. The combat unit, according to the volunteer, held a stronghold under constant shelling from the Ukrainian Armed Forces, including the use of drones.”
NarvaNews does not operate in isolation. Its stories are picked up by major pro-Kremlin outlets, including RT, Solovyev’s Telegram channel, and Russian nationalist news websites.
These platforms quote NarvaNews as a supposedly “local Estonian source,” using its reports to legitimize anti-Estonian narratives abroad. This amplification loop is a classic Russian influence tactic: localize, amplify, recycle, and export.
Below are examples of how Russian state-aligned media outlets—including the banned RT network and the Telegram channel of Kremlin propagandist Vladimir Solovyov—routinely cite NarvaNews as a source. These citations predominantly appear in stories about Estonian-Russian or broader Western-Russian tensions, illustrating how NarvaNews content is repurposed to legitimize Kremlin narratives under the guise of “local” reporting.
“NarwaNews: “Killing Russians is a dream job.” A Ukrainian soldier has sent the Estonian internet into meltdown. It was this rather ambiguous aspect of his statement that sparked heated debate in society and called into question the role of the Estonian press in covering the conflict. Article 151 of the Criminal Code, which prohibits inciting ethnic hatred, is in effect in Estonia, notes an Estonian parliament member. However, the police are treating the situation as ambiguous, as it concerns military personnel from the enemy side.”
“A fishing trip turned into a scandal over Soviet symbols. In Estonia, a local resident has been charged with using Soviet symbols, and now faces a fine, Narvanews reports. Estonian border guards noticed the fisherman’s boat, which had been decorated with Soviet Guard insignia for over a decade. “He wasn’t fishing, he was ‘promoting genocide'”: a routine fishing trip on the Narova ended with a violation report. He went out to fish on the Narova and returned with a violation report. Two “USSR Guard” insignia on his boat made him an enemy of the Estonian state. Vyacheslav Sorokun didn’t want war. He was simply fishing on the Narova River. But for Estonian border guards, his boat wasn’t a means of catching fish, but rather “propaganda for genocide.” Thus, Estonia continues its hunt for Soviet symbols.”
“An Estonian court has stripped the Orthodox Church of its premises in central Tallinn. According to the intelligence agency, in 2024, the Estonian Orthodox Christian Church held secret negotiations with the Russian agency Rossotrudnichestvo regarding funding for the private Russian-language St. John of Shanghai School in Tallinn. According to the intelligence agency, in 2024, the Estonian Orthodox Christian Church held secret negotiations with the Russian agency Rossotrudnichestvo regarding funding for the private Russian-language St. John of Shanghai School in Tallinn. The court ruling concludes the first stage of the state campaign to limit the influence of Russian religious organizations in Estonia.”
“Russia has accused Estonia of creating hours-long queues at the border. The Narva checkpoint on the Estonia-Russia border is experiencing an unprecedented influx of Finnish citizens. Hundreds of people are spending hours, and sometimes days, waiting to cross.”
“Russia began detaining Western vessels in retaliation for our own seizures. Russia first detained a tanker leaving the Estonian port of Sillamäe; previously, only Estonians had detained ships.”
“Narvanews: Estonia is concerned about drone crashes near the republic’s border. The wreckage of drones shot down while repelling an attack by the Ukrainian Armed Forces on the Leningrad Region fell several kilometers from the Estonian border, RT reports, citing Narvanews.”
Narva’s location — closer to St. Petersburg than Tallinn — and its demographics make it uniquely vulnerable:
Narva is the third-largest city in Estonia. Located closer to Russia’s St. Petersburg than to the Estonian capital of Tallinn, it is home to roughly 54,000 inhabitants, 95% of whom are Russian-speaking, according to the 2021 census.
The proximity to the border and the overwhelming domination of the Russian-speaking population make the city of Narva a target of increased attention as NATO-Russian relations go south.
For years, experts have been warning of the so-called “Narva scenario” — a plan in which Russia might attempt to grab an Estonian border city using its old tune, “protecting the Russian-speaking population.” NarvaNews contributes to this environment by reinforcing the narrative that the Russian-speaking population in Estonia is mistreated and endangered.
Following Europe’s inability to handle Russia’s now recurring drone incursions, the mostly-Russian-speaking city of Narva is once again a sticking point in NATO’s eastern flank’s defense [source].
By providing these storylines, NarvaNews acts as a content farm for broader Russian information operations.
NarvaNews mixes propaganda with local consumer tips, city news, cultural stories, and human-interest pieces. This approach builds credibility among readers before subtly introducing political content aligned with Kremlin objectives. The blending of fact and manipulation is designed to make propaganda appear organic and community-driven.
NarvaNews is more than a local portal: it is part of a coordinated influence ecosystem that blends local storytelling with state-aligned messaging. Its content repeatedly echoes Kremlin narratives, attempts to divide Estonian society, and reinforces geopolitical frames favorable to Russia.
Russian leader Vladimir Putin justifies his invasion of Ukraine by saying he wants to defend Russian-speaking populations across the former Soviet Union. Narva has long been a target of Kremlin propaganda. Russian messaging used to be popular with this crowd in Narva, which is 95% Russian-speaking. But after the invasion of Ukraine, the stance toward the Russian regime changed. But Moscow’s stance toward Narva didn’t, as the study of the new outlet demonstrates.
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