Internet
In online discussion media, satisfied consumers or "innocent" parties may express specific opinions in order to further the interests of an organization in which they have an interest, such as a commercial vendor or special interest group. In academia, this is called opinion spamming. Web sites can also be set up for the same purpose. For example, an employee of a company that produces a specific product might praise the product anonymously in a discussion forum or group in order to generate interest in that product, service, or group. In addition, some shills use sock puppetry, where they sign on as one user soliciting recommendations for a specific product or service. They then sign on as a different user pretending to be a satisfied customer of a specific company.
In some jurisdictions and circumstances this type of activity may be illegal. In addition, reputable organizations may prohibit their employees and other interested parties (contractors, agents, etc.) from participating in public forums or discussion groups in which a conflict of interest might arise, or will at least insist that their employees and agents refrain from participating in any way that might create a conflict of interest. For example, the plastic surgery company Lifestyle Lift ordered their employees to post fake positive reviews on websites. As a result, they were sued, and ordered to pay $300,000 in damages by the New York Attorney General's office. Said Attorney General Andrew Cuomo: "This company’s attempt to generate business by duping consumers was cynical, manipulative, and illegal. My office has and will continue to be on the forefront in protecting consumers against emerging fraud and deception, including ‘astroturfing,’ on the Internet."
Read more about this topic: Shill