Astroturfing

Is the practice of hiding the sponsors of a message or organization (e.g., political, advertising, religious, or public relations) to make it appear as though it originates from, and is supported by, grassroots participants. It is a practice intended to give the statements or organizations credibility by withholding information about the source's financial backers.

The implication behind the use of the term is that instead of a "true" or "natural" grassroots effort behind the activity in question, there is a "fake" or "artificial" appearance of support.

The term astroturfing is derived from AstroTurf, a brand of synthetic carpeting designed to resemble natural grass, as a play on the word "grassroots".

Astroturfing: ”the practice of creating fake entities that appear to be real grassroots organizations, when in fact they are the work of people or groups with hidden motives and identities” (Macnamara 2014: 85).

Astroturf is originally artificial grass used on football fields. Hence, fake grassroots movement.

Macnamara, J. (2014). Journalism & PR. Unpacking 'Spin', Stereotypes & Media Myths. Peter Lang.