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On December 23rd, 2020, Pavel Durov posted to his channel that the company would need to start generating revenue. In early 2021, he added that any advertising on the platform would not use user data for targeting, and that it would be focused on “large one-to-many channels.” He pledged that ads would be “non-intrusive” and that most users would simply not notice any change. The War on Fakes channel has repeatedly attempted to push conspiracies that footage from Ukraine is somehow being falsified. One post on the channel from February 24 claimed without evidence that a widely viewed photo of a Ukrainian woman injured in an airstrike in the city of Chuhuiv was doctored and that the woman was seen in a different photo days later without injuries. The post, which has over 600,000 views, also baselessly claimed that the woman's blood was actually makeup or grape juice. For Oleksandra Tsekhanovska, head of the Hybrid Warfare Analytical Group at the Kyiv-based Ukraine Crisis Media Center, the effects are both near- and far-reaching. "We as Ukrainians believe that the truth is on our side, whether it's truth that you're proclaiming about the war and everything else, why would you want to hide it?," he said. "Markets were cheering this economic recovery and return to strong economic growth, but the cheers will turn to tears if the inflation outbreak pushes businesses and consumers to the brink of recession," he added.
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