Astroturfing
Creating fake grassroots support to make corporate messaging appear organic.
Definition
Astroturfing describes deceptive practices that mask paid campaigns as organic, grassroots movements. This includes fake reviews, manufactured social media support, and staged citizen activism funded by corporations.
The term derives from AstroTurf artificial grass—fake grass roots.
Why It Matters
Astroturfing is unethical and, when exposed, devastates credibility far more than the original issue it aimed to address. It violates FTC guidelines and professional PR ethics codes.
Understanding astroturfing helps practitioners recognize and avoid gray-area tactics that could damage their clients.
Examples in Practice
A company is exposed for paying people to post positive reviews, destroying customer trust and triggering regulatory scrutiny.
A lobbying firm creates a fake citizen coalition to oppose legislation, which journalists later expose as industry-funded.
A PR professional declines a client request to create fake social media accounts, citing ethical and legal risks.