Else Beekman
A new and opaque online platform, GoEuropean (also known as BuyEuropeanMade), is urging European consumers to boycott American products in favour of European alternatives. The platform, which launched on February 16, has already gained 72,000 followers across platforms like Reddit and Telegram, where it shares updates and engages with its audience.
The platform offers a curated list of European brands as alternatives to major American companies, with a notable emphasis on Spanish brands like Mango, Massimo Dutti, and Desigual. For instance, it suggests Volkswagen, Renault, or Skoda instead of Ford or Tesla and recommends Qwant or Proton Mail over Google or Gmail. In the fashion sector, brands such as Zara are positioned as preferable to Levi’s. However, the platform makes no reference to Asian alternatives, focusing solely on reducing dependence on American products.
A clear anti-American stance
GoEuropean does not explicitly state its motives, but its message is clear: “Switch to EU-made products. Support European values.” While it does not reference any political affiliations, its stance suggests a strong rejection of American consumer dominance.
The campaign has sparked discussion among experts in propaganda and foreign influence. According to newspaper El Periodico, the platform does not disclose its leadership or funding sources, making it difficult to determine its true origins. The only contact provided is a Proton Mail address registered in Montenegro. Additionally, a supposed representative, Laura Catz, claims to be Romanian but provides no further credentials.
Activism and engagement
Supporters of GoEuropean actively contribute to the campaign. Many share lists of European brands, while others engage in symbolic acts of protest. One viral video shows a consumer in Eastern Europe rejecting American peanuts in favour of Ukrainian nuts, despite the latter being more expensive.
The movement also promotes alternative digital services. For instance, it recommends the Vivaldi browser, founded by Norwegian software engineer Jòn Von Tetzchner, who has publicly criticised the monopolisation of the internet by American tech giants.
Expanding beyond Europe
The anti-American boycott movement is not limited to the EU. A similar initiative, BuyUK, has recently emerged in the UK. Although much smaller, with fewer than 400 followers in its first ten days, this campaign is openly anti-Trump. One user even posted: “Honestly, Trump can go to hell for bringing Europe closer to war with Russia.”
The model for these campaigns appears to be MadeinCA, a platform that originated in Canada in 2018. This website was founded in 2018 “out of frustration with the tariff battles with the U.S. (…)”. Although it claims to be apolitical, its community discussions often include calls for a widespread rejection of American goods, specifically targeting wealthy Trump supporters.
Contradictions and hypocrisy
Despite their strong anti-American stance, all three platforms, BuyFromEU, BuyUK, and BuyCanadian, rely on American social media tools to communicate. They actively use Reddit, a platform created and hosted in the United States, to share updates and engage with followers.