In the lead-up to the November 3 U.S. midterm elections, researchers have highlighted the growing presence of partisan websites that present themselves as local news outlets in battleground states. Among these is the North Carolinian, which promotes content critical of Democratic candidate Roy Cooper and supportive of his Republican opponent, Michael Whatley, in North Carolina.

These websites, often referred to as “pink slime” sites, are generally funded by partisan groups from both major political parties. The term “pink slime” draws a comparison to a processed meat additive, underscoring concerns about the manufactured and misleading nature of their content. Analysts say these sites are amplifying polarizing and sometimes false narratives amid an already charged political environment.

Research indicates that the Senate Leadership Fund (SLF), a political action committee focused on maintaining and expanding the Republican Senate majority, launched the North Carolinian in July. According to disinformation watchdog NewsGuard, the site discloses it is “paid for by SLF” but “not authorized by any candidate or candidate’s committee.” The group spent between approximately $35,000 and $47,000 promoting the site’s articles on Meta’s social media platforms by late August, generating at least 3.6 million views.

Beyond North Carolina, SLF affiliates have reportedly established multiple similar sites in other key states, including Georgia, Alaska, Maine, Iowa, Ohio, and New Hampshire. One such network, One Nation, produces several sites that researchers say disguise partisan propaganda as independent journalism.

The rise of these outlets has coincided with the decline of traditional local newspaper readership and financial stability. NewsGuard notes that 21 new pink slime sites have emerged this year alone, bringing the total to over 1,170, surpassing the roughly 930 daily newspapers currently operating in the country, according to Northwestern University’s Local News Initiative.

Experts warn that the proliferation of these partisan sites risks further eroding public trust in legitimate journalism. Their scattered and often misleading articles can confuse readers who may mistake them for genuine local news sources. Additionally, the growing reach of these outlets on social media could influence automated online tools such as AI chatbots, which increasingly rely on web content to answer user queries.

While partisan groups on both sides of the political spectrum are involved in funding such outlets, some critics have accused networks like One Nation of producing deliberate disinformation. Requests for comment from One Nation and related organizations were not answered.

As the midterm elections approach, the expanding presence of these pseudo-journalistic sites highlights ongoing challenges around media trust, digital information integrity, and the impact of political funding on news dissemination.