When lies go viral: social media and the 2024 UK riots

Purpose This article aims to examine how online disinformation fuelled the 2024 UK riots through an online-offline feedback loop. In this cycle, digital falsehoods sparked offline violence and were re-circulated as evidence and validations for the actions. Design/methodology/approach This study uses a qualitative secondary analysis of 40 English-language sources, including journalistic, institutional and investigative material. Through inductive coding and triangulation, it identifies the key actors and actions driving the online-offline feedback loop during the riots. Findings False online posts about the Southport attacker’s identity spread rapidly across platforms, amplified by influencers, social media and foreign actors. These claims fuelled offline violence and reappeared online as “proof.” The study reveals how far-right networks, actors and digital evidence expose the cyclical flow of disinformation online and offline. Research limitations/implications The study relies on secondary data and excludes primary social media content for ethical reasons. The findings call for a larger mixed-methods study to map disinformation pathways, examine racial dynamics and design early intervention strategies. Practical implications The article calls for a better legislative framework, stronger social media safety measures and increased digital resilience, supported by coordinated regulatory, technical, educational and community interventions across digital and social spheres. Social implications The study highlights how online information disorder deepens social division and erodes trust, demonstrating the need to rebuild community resilience and strengthen media literacy to counter polarisation. Originality/value This article’s originality lies in applying consumer behavioural theory to explain how social media dynamics shape user behaviour and translate digital disinformation into real-world mobilisation and harm through a continuous cycle of interaction.