Astroturfing

Understanding Astroturfing

Astroturfing is a controversial technique that involves creating the illusion of credibility and authenticity by presenting marketing and PR messages as if they naturally originate from a grassroots community.

Both political groups and private businesses have a long history of utilizing astroturfing as a favored method. For example, the tobacco industry infamously established the fictitious National Smokers Alliance lobby group. Another instance is Microsoft’s sponsorship of a pressure group during a contentious antitrust lawsuit, with the intention of creating the perception of support. More recently, the Kremlin has faced accusations of constructing a vast army of fake online profiles and bots to disseminate disinformation on a global scale.

The advent of the internet has significantly increased the prevalence of astroturfing. Nowadays, nearly any organization can easily create a large network of fabricated online identities, which can be directed to post content dictated by the organization. Advanced “persona management” software enables each identity to possess its own IP address and fabricated online history.

Awareness of astroturfing is now widespread, and engaging in this practice carries significant risks to one’s reputation. Many jurisdictions have implemented legislation to combat astroturfing. In several countries, bloggers, social media users, and influencers are obligated to clearly label sponsored content with an #ad tag.

Despite these measures, astroturfing remains prevalent within the crypto community. It is frequently employed to generate interest in Initial Coin Offerings (ICOs), with platforms like Telegram and Discord serving as popular channels for such campaigns. The crypto industry now boasts numerous marketing companies dedicated to executing astroturfing campaigns specifically tailored for this sector.

There are several indicators that can aid in identifying astroturfing activities. These include rapid growth in Telegram and Discord community membership and the availability of tools that enable users to verify the authenticity of profiles on social networks like Twitter.