Artemis II Returns From the Moon as Old Conspiracies Find New Life Online

9 April 2026

Paul Francis

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A Mission in Motion, Not Preparation

Artemis II is no longer a promise or a plan. It is a live, unfolding mission.

Having successfully travelled beyond low Earth orbit and looped around the Moon, the crew are now on their return journey to Earth. In doing so, they have already secured their place in history as the first humans in more than half a century to venture into deep space. The mission itself has been widely followed, not just through official NASA channels but across social media, where images, clips and astronaut updates have circulated in near real time.

Among the most striking moments so far have been the views of Earth from lunar distance. These are not abstract renderings or archival references. They are current, high-resolution visuals captured by a crew physically present in deep space. For many, it has been a powerful reminder of both scale and perspective, reinforcing the reality of human spaceflight beyond Earth orbit.

Yet as these images spread, something else has travelled with them.

Earthrise over the Moon's horizon, showing Earth partially lit against the blackness of space. The Moon's surface is grey and textured.

The Return of a Familiar Narrative

Alongside the excitement and global attention, Flat Earth narratives have begun to reappear with renewed visibility. As with previous milestones in space exploration, the mission has acted as a catalyst rather than a cause.

Footage from Artemis II, particularly anything showing Earth as a curved, distant sphere, has been picked apart across various platforms. Claims of digital manipulation, lens distortion and staged environments have resurfaced, often attached to short clips or isolated frames removed from their original context.

This is not evidence of a growing movement in terms of numbers. It is, however, a clear increase in visibility. The scale of Artemis II has pulled these conversations back into mainstream timelines, where they sit alongside genuine public interest and scientific engagement.

Real-Time Content, Real-Time Reaction

What distinguishes Artemis II from earlier missions is the immediacy of its coverage. This is not a mission filtered through delayed broadcasts or carefully edited highlights. It is being experienced as it happens.

That immediacy has a double edge. On one hand, it allows for unprecedented access and transparency. On the other, it provides a constant stream of material that can be reinterpreted, clipped and redistributed without context.

A reflection in a window, a momentary visual artefact in a video feed, or even the way lighting behaves inside the spacecraft can quickly be reframed as suspicious. Once those clips are detached from their technical explanations, they take on a life of their own within certain online communities.

The speed at which this happens is key. Reaction no longer follows the event. It unfolds alongside it.

Scepticism in the Age of Algorithms

Flat Earth content does not exist in isolation. It is sustained by a broader culture of scepticism towards institutions, particularly those associated with government and large-scale scientific endeavour.

NASA, as both a symbol of authority and a source of complex, hard-to-verify information, naturally becomes a focal point. Artemis II, with its deep space trajectory and high visibility, fits neatly into that framework.

Social media platforms then amplify the effect. Content that challenges, contradicts or provokes tends to perform well, regardless of its factual basis. As a result, posts questioning the mission often gain traction not because they are persuasive, but because they are engaging.

This creates a distorted sense of scale. What is, in reality, a fringe viewpoint can appear far more prominent than it actually is.

The Broader Public Perspective

Outside of these pockets of scepticism, the response to Artemis II has been largely one of fascination and admiration. The mission has reignited interest in human spaceflight, particularly among audiences who have never experienced a live crewed journey beyond Earth orbit.

There is also a noticeable difference in tone compared to previous eras. The Apollo missions were moments of collective attention, where a single narrative dominated public consciousness. Artemis II exists in a far more fragmented environment, where multiple conversations unfold simultaneously.

In that landscape, it is entirely possible for celebration, curiosity and conspiracy to coexist without directly intersecting.

A Reflection of the Modern Media Landscape

The re-emergence of Flat Earth narratives during Artemis II is not an anomaly. It is part of a broader pattern that defines how major events are now experienced.

Every significant moment generates its own parallel discourse. One is grounded in reality, driven by science, engineering and exploration. The other is shaped by interpretation, scepticism and the mechanics of online engagement.

Artemis II, currently making its way back to Earth, sits at the centre of both.

The mission itself is a clear demonstration of human capability and technological progress. The conversation around it, however, reveals something different. It highlights how information is processed, challenged and reshaped in real time.

In that sense, Artemis II is not just a journey through space. It is a case study in how modern audiences navigate truth, trust and visibility in an increasingly complex digital world.

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The Grey Areas of Influencer Marketing

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Jun 10, 2024
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Originally Posted June 7th 2021

Growing up with the internet, as I did, it’s of no surprise to me that traditional methods of marketing are failing to grab the attention of millennials and Generation Z. Many have wised up to the artifice and pretence of the advertisements that would’ve persuaded their parents and grandparents.

Today, brands must double down on their relatability and authenticity to cater to younger consumers. With an estimated buying power of over 600 billion dollars, it’s certainly within any brand’s interests to market themselves towards millennials.

They are a generation with the highest levels of brand loyalty, but it seems increasingly difficult to earn their trust from traditional marketing. Elite Daily’s study shows that ‘only 1% of the 1300 millennials surveyed said that a compelling advertisement would make them trust a brand more,’ suggesting that, ‘millennials believe that advertising is all spin and not authentic.’

Turning to streaming services such as Netflix, Amazon Prime Video and Disney+ for their entertainment, millennials are less likely to watch traditional advertisements, and therefore unlikely to be exposed to a brand or product that wasn’t already on their radar. Even the five-minute ad break between television shows appears to be too long to hold the attention of millennials and Generation Z, with the optimal duration for an advert likely to capture their attention being 15 seconds, perfect for scrolling through Instagram or TikTok, or even at the start of a YouTube video. Not all internet advertisements are engaging for millennials, however, with pop-up ads seemingly the worst. 96% of respondents admitted that they disliked them. Around 50% of millennials preferred YouTube advertisements and email updates, possibly because they were easier to skip and ignore.

One of the advertising strategies that appeals to millennials the most is influencer marketing—appreciated for its honest and transparent approach. To garner a significant following, influencers must develop a relationship with their audience, by creating a relatable and down-to-earth image. If a product apparently works well for the influencer, their followers are likely to believe that it will work in the same capacity for themselves also. Many influencers claim that they will only partner with a company and create sponsored content that aligns with their own personal brand and values, which only furthers their aura of authenticity.

What AI thinks Influencers Look Like

Instagram appears to be the most popular platform for influencer marketing, with more than 1 billion active users and its emphasis on photo and video content, which allows brands to visually promote their products. Similarly, aside from the skippable ads at the start of their videos, many YouTube creators earn money by taking on sponsorships with a variety of brands—either promoting their product within a section of the video or creating dedicated content to endorse it. Companies seem keen to incorporate social media influencers into their marketing strategies, as ‘two-thirds of firms plan to increase the amount spent on influencer marketing within the next year, and 80% forecast to spend at least 10% of their marketing budget on it’ (Haenlein, et al 2020). This clearly has the desired effect on millennials and Generation Z, who are more likely to purchase a product or service if it’s promoted and endorsed by an ‘admired and respected person’.

However, whilst younger people are adept at discerning the artifice of traditional advertisements, influencer marketing can be more deceitful than imagined. In the United States, the Federal Trade Commission (FTC) enforces rules and guidelines to protect consumers, which includes disclosure agreements, i.e. prompting influencers to reveal their relationship with the brand. The FTC guidelines are fairly vague, so even writing ‘#Ad’ suffices as proper disclosure; however, this is often placed discreetly within the post, and therefore missed by their followers. Whilst these influencers can be fined for not properly disclosing sponsorship, because there are so many posts within the Wild West of the internet, murky advertisements can be missed. One study found that 93% of influencer sponsorships are undisclosed, and therefore violate FTC guidelines.

FTC fines are not the only possible consequences of influencer marketing. Their audiences want relatability and authenticity, which can be difficult to maintain after numerous brand deals and sponsorships. Even if the audience accepts that their favourite celebrity is shilling a product to them, there is the expectation that the company they’re partnering with should align with the influencer’s values.

‘Understanding influencer marketing: The role of congruence between influencers, products and consumers’ gives the example of an Instagram influencer who partnered with Volvo to promote a toxic-free car cleaner. Her followers resented this endorsement, as it appeared forced and performative; this eco-friendly, sustainable message was incongruous to her usual jet-setting, travel-related content. Not only did this partnership backfire, wasting money for Volvo, the consequences may have also extended to a loss of followers for the influencer because she’d broken their trust.

Influencer marketing is not as straightforward as it may seem. Something as artificial as product marketing must still be perceived as authentic and genuine. Once an influencer grows and accepts more sponsorships, it’s likely that their followers will realise that they’ve become simply a target demographic. The ‘I’m just like you’ mentality could come crashing down. Whether this happens before the FTC cracks down on undisclosed partnerships remains to be seen.