Astroturfing
Astroturfing is the staging of seemingly independent public initiatives by governments, organizations or companies. AstroTurf is a brand name for artificial turf. The term is a pun on grassroots, the English-language term for civic movements. Usually the purpose of astroturfing is to manipulate political views or improve a company's reputation. In this, the stakeholder himself is the source or initiator or a financial relationship is deliberately concealed.
Examples of astroturfing
In political astroturfing, organizations or individuals are paid to distribute publications, promote views or organize demonstrations that support the agenda of a political organization or government. Instead of using existing individuals or organizations, sock puppets are also used.
Astroturfing by companies can consist of spreading fictitious stories about the company or its products or services. For example, making up positive experiences on behalf of non-existent customers or keeping blogs on the air under false titles.
There are several examples of companies and political bodies that have tried to use fake letters or petitions that advocated for their interests during litigation.
The rise of the Internet and software to keep your identity hidden here has made it easier to publish anonymously or under a false name. Conversely, astroturfing can also be intended to undercut opponents or competitors.
Regulations against astroturfing
In most countries, virtually all forms of deception that can be counted as astroturfing are prohibited by law. For example, European regulations require that content created or posted for payment must clearly indicate that it is a sponsored message.
The line between astroturfing and legitimate forms of reputation management is sometimes very narrow. For example, it is permissible for employees of a company to impersonate customers online, provided this is not directed or encouraged by their employer. Nor is it in principle forbidden to legitimately attempt to remove or override negative views.
