# Astroturfing: what it is and how it works · Zorraquino
> Astroturfing fakes spontaneous, widespread support through coordinated messages, reviews or profiles that hide who is behind them.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/astroturfing.html

# 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.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## 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.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Flog](https://www.zorraquino.com/en/dictionary/digital-marketing/flog.html)
- [Word-of-mouth marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/word-of-mouth.html)
- [Online reputation](https://www.zorraquino.com/en/dictionary/digital-marketing/online-reputation.html)