Let’s talk about astroturfing. The number of articles available about artificial turf is surprising, but before I lose you, this isn’t one of them. Astroturfing is when a brand presents a testimonial about their products or services under the guise of a real customer. They believe they are doing their reputation a favour, but are they really? Merchants are clamping down on this behaviour, including Amazon who sued 1000 fake reviewers in 2015. More recently, they have filed lawsuits against their own customers, the sellers, who use them. Is it stopping people though? They are still being sold on auction sites, and unfortunately, every business pays the price as some consumers are losing faith in the experiences they see shared online.