A spokesperson for Joseph Portelli has confirmed to WhosWho.mt that the Developer was aware of a fake Instagram account impersonating him.
“Joseph Portelli does not spend time on Instagram, but he was aware of the fake profile,” a spokesperson told WhosWho.mt. “It’s certainly an unusual situation, and hopefully it now comes to an end without further misleading people. It’s also a reminder to be cautious about what we believe online.”
The satirical profile, operating under the handle @concreteologist, presented itself with a tongue-in-cheek bio describing its fictional owner as a “Concreteologist, Football Strategist, Expert Penalty Taker”: a clue that, for some, proved less obvious than intended.
Run by a Dutch satirist, the profile gained traction over nearly two years by posting exaggerated, pro-development commentary that blurred the line between parody and plausibility. Among its more eyebrow-raising posts were mock property listings for Mercury Towers apartments stating “no cats, no Maltese,” alongside the hashtag #makemaltagreatagain.
In another instance, the account quipped that Architect Richard England was “such a pompous overrated architect,” adding that the Planning Authority was “helping” convert some of his buildings into hotels.
While clearly intended as satire, the account’s tone and subject matter appeared realistic enough to attract engagement from politicians, public figures, and even football fans abroad, particularly during speculation that Mr Portelli could acquire the Italian Nocerina club.
This highlights how easily parody can be mistaken for authenticity in today’s digital world. Despite humorous elements, the incident underscores a more serious point for business leaders and public figures alike: verification matters.
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Written By
Nicole Zammit
When she’s not writing articles at work or poetry at home, you’ll find her taking long walks in the countryside, pumping iron at the gym, caring for her farm animals, or spending quality time with family and friends. In short, she’s always on the go, drawing inspiration from the little things around her, and constantly striving to make the ordinary extraordinary.
