Astroturfing is industry supported lobbying in the guise of grass roots activism. It takes its name from Astroturf, the well-known brand of artificial grass.
The first astroturfing group I recall encountering was Microsoft’s “Freedom to Innovate Network”, set up when they were in court over abuses of near-monopoly power. The tobacco industry is the best documented example, with groups such as the National Smokers Alliance being run on behalf of manufacturers by PR firms.
Astroturfing is also alive and well in the field of alternatives to medicine. In fact, it is one of their dominant promotional techniques, and there’s a good reason for that. Let’s say for the sake of argument that you have a product which you want to promote, but where truth in advertising regulations prevent you making any claims of effect; what you can do is make vague suggestions on your own websites and publications and then set up astroturf groups to boost the product. Sometimes these groups may even take on a life of their own and you won’t even have to pay any more (I suspect this is the case with the Burzynski activist groups).
Social media being what it is, astroturfers are making good use of a channel where your real identity can be easily hidden. This could be simple spamming (such as Nicole Evans, who uses multiple Twitter handles like @IntegratedMD and @NowHealthMD to boost her quack articles on helium.com, and who appears to be behind @HealWell, which does little other than retweet these), or it could be more insidious. Undoubtedly the majority of early well-written positive reviews for quack remedies and self-published “miracle cure” books on Amazon are astroturfing, and there’s a strong suspicion that a number of identities in the #Burzynski Twitter tag feed are associated with the clinic.
Part of the problem is that Twitter really does not seem to care at all that people use it to spam and to promote even dangerous quackery. @BoironUSA (with sockpuppets @OscilloUSA, @Arnicare and others) routinely run a “#MommyMonday” promotion (aka #SpammyMonday) with instructions to “follow and retweet to win”, using credulous tweeps to evade even the supine anti-spam policies of Twitter. @1HolisticHealth, @A1HomeRemedies, @A1NaturalWoman, @A1NaturesWay, @NaturalFreak1, @101HomeRemedies, @ANaturalNurse, @HomeRemsNurse, @NaturalHomeRems, @ANaturalHealth1,@AANaturalHealth and @NaturalRems101 don’t even bother to pretend top be different people, the owner simply uses them all to spam exactly the same text continually.
In the end, I suspect the “communications profession” have done a Sellafield on astroturfing. They call it a “social media strategy” and pretend that in some way that makes it not evil. They are this: wrong.















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