{"id":20088,"date":"2020-01-28T15:29:01","date_gmt":"2020-01-28T15:29:01","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/astroturfing"},"modified":"2026-09-21T05:26:18","modified_gmt":"2026-09-21T05:26:18","slug":"astroturfing","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/astroturfing","title":{"rendered":"Astroturfing"},"content":{"rendered":"

\"Astroturfing\"Definition:<\/strong><\/p>\n

Astroturfing<\/strong> is a deceptive communication practice that presents a campaign organized by a company, political group, association, or other interested actor as spontaneous support from citizens, consumers, or communities. The sponsor’s identity, coordination, or financial relationship is concealed to create the appearance of independent social backing.<\/p>\n

It can take the form of opinions, reviews, letters, petitions, posts, comments, or in-person events. Astroturfing is defined neither by its channel nor by the mere existence of a campaign, but by the deliberate simulation of a grassroots movement. An initiative openly promoted by an organization, a disclosed advertising partnership, or genuine mobilization is not inherently astroturfing.<\/p>\n

The practice occurs in public relations, politics, public debate, and consumer markets. Online, it can operate at greater scale through coordinated accounts, fictitious identities, or automation, although it also exists without social networks or bots.<\/p>\n\n

Origin and meaning of the term<\/h2>\n

The name contrasts grassroots<\/em>, an English term for movements that arise from a social base, with AstroTurf, an American artificial-turf brand. The metaphor describes an initiative that appears popular and natural but has been manufactured.<\/p>\n

The political use of the term is commonly attributed to United States Senator Lloyd Bentsen. In 1985, he used the comparison between grass roots and artificial turf when referring to a campaign of letters and messages promoted by business interests but presented as a citizen reaction.<\/p>\n

The practice predates the name. Front organizations, prepared letters, paid testimonials, and endorsements presented as independent existed before the internet. Digital platforms lowered the cost of creating identities, reproducing messages, and coordinating activity across different spaces.<\/p>\n

Forms astroturfing can take<\/h2>\n

An operation may combine real people, fictitious profiles, intermediary companies, and automated systems. Common manifestations include the following:<\/p>\n