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Astroturfing


Astroturfing is the practice of masking the sponsors of a message or organization (e.g., political, advertising, religious or public relations) to make it appear as though it originates from and is supported by a grassroots participant(s). It is a practice intended to give the statements or organizations credibility by withholding information about the source's financial connection. The term astroturfing is derived from AstroTurf, a brand of synthetic carpeting designed to resemble natural grass, as a play on the word "grassroots." The implication behind the use of the term is that there are no "true" or "natural" grassroots, but rather "fake" or "artificial" support, although some astroturfing operatives defend the practice (see Justification below).

In political science, it is defined as the process of seeking electoral victory or legislative relief for grievances by helping political actors find and mobilize a sympathetic public, and is designed to create the image of public consensus where there is none. Astroturfing is the use of fake grassroots efforts that primarily focus on influencing public opinion and typically are funded by corporations and governmental entities to form opinions. On the Internet, astroturfers use software to mask their identity. Sometimes one individual operates through many personas to give the impression of widespread support for their client's agenda. Some studies suggest astroturfing can alter public viewpoints and create enough doubt to inhibit action.

Many countries have laws that prohibit more overt astroturfing practices. In the United States the Federal Trade Commission (FTC) may send cease and desist orders or require a fine of $16,000 per day for those that violate its "Guides Concerning the Use of Endorsements and Testimonials in Advertising." The FTC's guides were updated in 2009 to address social media and word-of-mouth marketing. According to an article in the Journal of Consumer Policy, the FTC's guides holds advertisers responsible for ensuring bloggers or product endorsers comply with the guides and any product endorsers with a material connection are required to provide honest reviews.

In the European Union, the Unfair Commercial Practices Directive requires that paid-for editorial content in the media provide a clear disclosure that the content is a sponsored advertisement. Additionally, it prohibits those with a material connection from misleading readers into thinking they are a regular consumer. The United Kingdom has the Consumer Protection from Unfair Trading Regulations which prohibits "Falsely representing oneself as a consumer." They allow for up to two years in prison and unlimited fines for breaches. Additionally, the advertising industry in the UK has adopted many voluntary policies, such as the Code of Non-Broadcast Advertising, Sale, Promotion and Direct Marketing. A trade association, the Advertising Standards Authority, investigates complaints of breaches. The policy requires that marketing professionals not mislead their audience, including by omitting a disclosure of their material connection.


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