Chapter 06 · Governance & regulationGovernance, Ethics & Risk
Astroturfing
Definition
A strategy in which interest groups — corporations, industry associations or political actors — create or fund organisations and campaigns that simulate grassroots public support, hiding the true sponsors of the message. The deception concerns the source and backing of the message, not only its content: coordinated inauthentic behaviour (fake commenters, front groups, paid "citizen" campaigns) manufactures an impression of bottom-up support.
References
Climate-debate examples; "greenscamming" front groups; history of industry-funded denial campaigns.
Definition (concealed sponsorship; simulated grassroots support); distinction from fake news; corporate examples.
Overview
What it means
In the sustainability field, astroturfing has a long record in environmental and climate debates: industry-funded groups with environmental-sounding names have campaigned against climate legislation and regulation — sometimes called "greenscamming" — while fossil-fuel and agrochemical interests have funded front groups presenting themselves as farmer, community or consumer voices.
How it is used
Astroturfing is studied within research on climate disinformation and corporate political influence, and is increasingly the subject of regulatory attention — for example in inquiries into information integrity on climate change. It differs from lobbying (which is openly conducted by identified interests) precisely in concealing sponsorship.
Why it matters
Astroturfing corrupts the evidence base of democratic sustainability decisions: regulators and the public cannot weigh support they believe is independent but is actually purchased. Recognising it is part of media literacy, policy integrity and anti-greenwashing practice.