I found the same issue with my kitchen chimney breast. It might not be the same for you, but after investigation I concluded that previous owners had the kitchen plastered and then painted before the plaster had dried out properly. The moisture in the plaster was then trapped behind the wall made even worse when it was all wallpapered over.
As a result, brick salt (efflorescence) was drawn out from the bricks and started making similar patterns on the plaster/paint as you can see in your picture.