Astroturfing denotes political, advertising, or public relations campaigns that are formally planned by an organization, but are disguised as spontaneous, popular "grassroots" behavior. The term refers to AstroTurf, a brand of synthetic carpeting designed to look like natural grass.
The goal of such campaigns is to disguise the efforts of a political or commercial entity as an independent public reaction to some political entity—a politician, political group, product, service or event. Astroturfers attempt to orchestrate the actions of apparently diverse and geographically distributed individuals, by both overt ("outreach", "awareness", etc.) and covert (disinformation) means. Astroturfing may be undertaken by an individual promoting a personal agenda, or highly organized professional groups with money from large corporations, unions, non-profits, or activist organizations. Very often, the efforts are conducted by political consultants who also specialize in opposition research. Beneficiaries are not "grass root" campaigners but distant organizations that orchestrate such campaigns.
Astroturfing may be undertaken by an individual promoting a personal agenda,
"Jag har ingen organisation, vare sig ideel eller kommersiell, bakom mig. Jag har startat ett nätverk av människor som vill diskutera frågan seriöst... och det är allt."