The key facts
- Wedgewood Polls admitted that the 'majority' of its data was fabricated, calling it an experiment
- The New York Times removed 15 Wedgewood polls from its database; candidate Mallory McMorrow said fake data harmed her campaign
- Earlier, Median Strategies admitted fabrication, and FiftyPlusOne stopped collecting data from SoCal Strategies
Wedgewood Polls' Admission
Self-proclaimed American firm Wedgewood Polls, whose data was tracked by political campaigns and media outlets, admitted that the 'majority' of its polls were fabricated. In a statement on X, the company said it was testing how easily a 'completely fictitious polling firm' could gain attention and 'be taken seriously.' The firm's X account was deleted. The scandal is the second of its kind ahead of the midterm elections and, according to AFP, threatens to undermine trust in independent polls in a polarized political environment.
How the Hoax Was Exposed
The case came to light after poll aggregator FiftyPlusOne contacted Wedgewood as part of an investigation. The fake data covered high-profile races in several states and was published by major aggregators and media outlets, including The New York Times. In an editorial note, the newspaper said its database contained 15 Wedgewood polls released from June through October; all of them have been removed.
Consequences for Campaigns
Michigan Senate candidate Mallory McMorrow said that after a Wedgewood 'poll' in late June showing her support in unambiguous numbers, 'donations dried up,' volunteers were 'crushed,' and media outlets 'bombarded her with calls urging her to drop out.' 'This killed us,' she wrote on X.
Reaction from Authorities and Experts
Chairman of the Federal Communications Commission (FCC) Brendan Carr spoke of a 'significant surge in completely fake and overwhelming polls' aimed at interfering with the electoral process and urged media outlets not to amplify such hoaxes. President of the American Association for Public Opinion Research (AAPOR) Mary Losch reported that 'bad actors are once again producing and spreading fabricated data' that undermines trust in polls, and stressed the importance of not conflating such fraud with legitimate polling.
A Series of Scandals and the Role of AI
In August, according to the Los Angeles Times, another fictitious group, Median Strategies, admitted fabricating results, calling itself a 'short-term social experiment.' On Thursday, FiftyPlusOne, in a blog post titled 'more pollster funny business,' said it would no longer collect data from the firm SoCal Strategies following an investigation that cast doubt on their authenticity; the firm could not be reached, and its website, X account and Substack page appear to be disabled. Media outlets and experts warn that AI tools make it easier to create fake polls: FiftyPlusOne noted that 'conducting low-quality polls — or outright fabricating them — is becoming easier,' while AAPOR pointed out that advanced AI tools make it harder to detect fictitious firms and data.
