Astroturfing
Astroturfing is the practice of faking spontaneous, widespread support for a brand, product, idea or person through coordinated messages, reviews or profiles that conceal who is behind them
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
The name comes from AstroTurf, a brand of artificial grass, in contrast to genuine grassroots initiatives. It can take the form of fake reviews, comments on forums and social media, invented profiles, automated accounts or apparently independent blogs (flogs).
It differs from legitimate influencer or referral marketing in that it hides its commercial nature. Besides damaging trust when exposed, in the European Union posting or commissioning fake reviews and presenting paid content as independent opinion is an unfair commercial practice. It is also used in politics to manufacture an appearance of public backing.
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