Malicious memes: How cybercriminals use humour to spread malware

Internet memes and viral content have become a universal language in online culture. They're easily shareable, often humorous, and can spread rapidly across platforms. Whether it's a clever one-liner on a cat photo or a parody video poking fun at daily life, memes grab our attention and emotions in an instant. 

But this same virality and cultural resonance make memes an attractive tool for cybercriminals and threat actors. 

From LOLs to Lures: The Evolution of the Meme 

While today's memes circulate in milliseconds via social media, messaging apps and forums, they've existed in some form for decades. A 1921 comic strip featuring an "Expectation vs Reality" gag shows how long visual humour has been a part of storytelling. It wouldn't have been called a meme at the time, since the internet didn't exist, but the humour is still recognisable more than a century later. 

So why is the modern meme dangerous, and why should individuals be on guard? 

Unlike memes from the past, today's digital landscape allows them to spread globally in seconds. Many people view them as harmless entertainment, but they've become a powerful tool for cybercriminals, a stealthy gateway for phishing, misinformation and social engineering. There's nothing a cybercriminal loves more than content that spreads itself quickly, before any threat can be flagged. 

In Australia, where more than 80% of the population uses social media daily, the risk of meme-based attacks is far from hypothetical. 

The Threat: Memes as Malware Carriers 

Cybercriminals are always finding new ways to bypass traditional defences. Unlike suspicious emails or attachments, memes look innocent and are widely shared across platforms like X (Twitter), Reddit, Facebook, Instagram and WhatsApp. By hiding malicious code in these images, attackers can slip past security filters and infect devices without detection. 

In 2018, security researchers uncovered a malware campaign using memes posted on Twitter to communicate with infected machines. The malware extracted hidden commands from the image using a technique called steganography. These instructions directed the compromised system to carry out tasks like data theft and remote code execution, without raising red flags. 

As meme-based threats surface globally, Australian organisations, from SMBs to government departments, need to stay alert to the risks hidden behind the humour. 

How Cybercriminals Exploit Memes 

Hackers use various techniques to turn memes into cyberattack vectors. Among the most common are: 

Social Engineering and Phishing via Humour 

Memes are used to lure victims into clicking malicious links. Their trusted and humorous nature lowers our guard. A meme may lead to a phishing site that would otherwise seem suspicious, designed to steal login credentials or trick users into downloading malware. Since memes are shared so widely, a single compromised post can spread fast. 

We've all seen those light-hearted "get to know you" memes: What was your first pet's name? What school did you attend? These appear harmless, but they're goldmines for hackers looking for answers to password reset questions. They disarm users and reduce typical cybersecurity caution. 

In Australia, phishing is one of the top three cybercrime types reported to the Australian Cyber Security Centre (ACSC), making meme-baited social engineering a growing concern—especially as more people work remotely and blur the lines between personal and professional devices. 

Steganography (Hidden Code in Images or Audio Files) 

Despite the prehistoric-sounding name, steganography has nothing to do with dinosaurs. It's the practice of hiding information within digital images, videos or audio files. This concealed data can bypass security tools and, under the right conditions, reassemble into malware once on the victim's device. 

While steganography isn't new, its use is increasing, especially as AI tools make it easier to create undetectable malicious content at scale. 

Command-and-Control Channels 

Sometimes attackers don't embed the malware directly in the image but use memes to send hidden instructions to already infected systems. Researchers have documented malware that monitored social media accounts for memes containing encoded commands. These allowed cybercriminals to issue remote instructions without triggering detection tools. 

It's a clever tactic, and another reminder that we can't afford to be complacent. 

How to Protect Yourself from Meme-Based Malware 

So, how do we protect ourselves and our organisations when even a harmless-looking meme can be weaponised? 

Staying safe in a meme-saturated internet requires the same caution applied to any online content. Avoid clicking links or downloading images from untrusted sources, especially those masquerading as memes. Use advanced detection tools that can analyse images for hidden threats like steganography. 

Staying informed about emerging attack methods is crucial, cybercriminals continually adapt, and so must we. It's also vital to educate teams about the risks of social engineering, especially how humour is used to sneak past defences. Lastly, implement robust security policies to block unauthorised code execution from suspicious files, even those disguised as memes. 

Don't Let Your Guard Down for a Laugh 

Australians love a laugh, and that's not a bad thing. But as cyber threats evolve, we need to balance our appreciation for humour with digital hygiene. The growing use of steganography and social engineering in meme-based attacks underscores the importance of vigilance.  

By staying informed, adopting strong cybersecurity practices, and using advanced security tools, individuals and organisations can enjoy internet humour without falling victim to hidden threats. 

In an era where even laughter isn't always innocent, a little caution can go a long way.