“Astroturfing,” (fake grassroots campaigns), is not a new term, but it is certainly growing in awareness as of late. As peer to peer review sites, blogs, podcasts and other social media tools grow in popularity online, so too do those who would try to take advantage of this new found credibility. Seedy hotel owners, restaurateurs, authors, musicians and other proprietors are posting glowing reviews about themselves under false identities, posing as consumers.
The Lords of the UK have taken issue, as there are new laws slated to kick in December 31st of this year that will make the act of astroturfing a criminal one.
Businesses and organization who choose to write fake blog entries or create web sites that appear to be consumer-generated will be “falsely representing oneself as a consumer” and could face a judge to be outed in court.
According to the London Times:
” …the new regulations also will apply to authors who praise their own
books under a fake identity on websites such as Amazon …“… In 2004, it emerged that John Rechy gave himself a five-star review on Amazon for his book The Life and Adventures of Lyle Clemens, which was attributed only to “a reader from Chicago.” Amazon since has tightened up procedures to try and verify the identity of reviewers.”
“Part of a Europe-wide overhaul, consumer protection laws will now mandate that businesses not mislead consumers. Aggressive commercial practices such as hawkish doorstep selling, bogus “closing down” sales and pressuring parents through their children are all outlawed.”
More from Frank Ahrens at the Washington Post:
“When readers come to blogs such as this looking for real consumer experiences with a product or service, they should not have to parse the language of the comments to try and figure out if that’s a real 17-year-old with an mp3 device or some 43-year-old guy hired by the mp3 maker trying to sound like a teenager.”
When considering social media in these early days, transparent motives should trump shady strategies which falsely promise “guaranteed returns.” Unfortunately, the practice of astroturfing, a “radical don’t,” will continue to become more common place; just like spam, unsolicited phone calls and junk-mail. Don’t let it ruin your appetite for social media. Instead, let it guide you to better corporate character via responsible marketing behaviour and radical trust.
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3 Responses to “Mowing the Astroturf”
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February 25th, 2007 at 12:31 pm
After I finally write the great American novel, I guess my defense will be that I am somewhat of a bashful Narcissist.
Yes, I DO love myself, I just didn’t want anyone to know!
February 25th, 2007 at 10:15 pm
Gord…
You always have such unique insights!
The bashful Narcissist would be a great name for a blog all to itself!
cheers
September 7th, 2007 at 5:00 pm
[...] to remain relevant. Corporations that refuse to see the light are often the ones guilty of “astroturfing” – the medium is only part of the message – you also need credibility for sustainability in [...]