Online sleuthing about Nicola Bulley became a ‘monster’, partner says

Nicola Bulley's partner has referred to the online fixation surrounding her disappearance as a “monster” that has spiraled beyond control.

Paul Ansell mentioned that his family was initially appreciative of the widespread attention when the mother of two went missing while taking her dog for a walk in Lancashire last January. However, the situation took a turn as online investigators on social media started sharing false theories about her disappearance.

"I believe that things like that can have both positive and negative effects," he said to the BBC. "That's the issue at hand. You're awakening a beast."

Bulley, aged 45, disappeared on January 27, 2023, while strolling along the River Wyre in St Michael’s on Wyre, just after she had taken her two daughters to school. Her remains were discovered in the river on February 19. An investigation held in June of the previous year concluded that she had drowned accidentally.

The quest to find Bulley led to weeks of rumors and various conspiracy theories circulating on the internet, with some individuals traveling to Lancashire to “assist” law enforcement.

"I received private messages from individuals I’ve never encountered before – they aren't familiar with me, with us, or with Nikki," Ansell explained. He mentioned he was also threatened with phrases like "you can't conceal yourself" and "we're aware of your actions."

He went on to say, "In addition to the trauma of the awful situation we're facing, it's incredibly hard to deal with all the terrible things being said about me in relation to Nikki. Everyone has their breaking point."

Ansell participated in a BBC documentary titled *The Search for Nicola Bulley*. The film delves into how the media has reported on the case and examines the influence of amateur internet detectives who have been carrying out their own inquiries. It also features insights from Lancashire police and Nicola Bulley's family.

According to specialists, conspiracy theories have surged in popularity in public conversations since the outbreak of the coronavirus. This was when people started speculating on various topics, including where the virus came from and the safety of vaccines. They suggest that engaging in speculation about stories like the disappearance of Bulley or the health of the Princess of Wales can provide a kind of "intriguing puzzle or diversion" for those using social media.

Authorities criticized TikTok users for acting like amateur detectives in the region, claiming they were overwhelmed with misleading information, allegations, and rumors connected to the investigation. During this period, members of Parliament and activists expressed concern over the sharing of personal details about Bulley, calling it "extremely concerning."

In a press conference just days before her discovery, Lancashire police revealed that Bulley had faced “serious problems” with alcohol, which were linked to her difficulties with menopause. The report on the case stated that sharing such private details was “unnecessary and could have been avoided,” emphasizing the need for police and the media to work on restoring public trust.

According to a report from the College of Policing, the investigation into missing persons was carried out effectively. However, the police seemed to lose command of the public narrative right from the beginning. High-ranking officers did not inform established journalists, which was a result of the deteriorating relationship between the police and the press. This breakdown in communication created a gap in information, allowing for unfounded rumors to spread unchecked.