All About AstroTurf Campaigns*
(in the context of civic resistance, for lawn maintenance please contact your local landscape professionals)
You’ve seen an Astroturf campaign before. You may not have realized it at the time, or you knew something was off but didn’t have a name for it, or you realized it and you want to vent about it.
Astroturfing refers to campaigns that mimic organic public support while concealing their orchestrated origins, often funded by corporations, political groups, or special interests. The term, coined in 1985 by U.S. Senator Lloyd Bentsen, draws parallels to synthetic turf (AstroTurf®), symbolizing the fabrication of "grassroots" sentiment.
Toronto (where I’m based) has a long history of astroturfing campaigns, including a recent one by business owners opposing rapid transit. Like its namesake, it looks like grassroots, it feels like community work, but it doesn’t take too much examination to realize something isn’t right. So what do we do about them?
How to Spot an AstroTurf Campaign:
Astroturfing manifests through coordinated social media campaigns, fake review networks, and political lobbying disguised as community advocacy. If you come across a campaign, a petition, or commentary that sets off your spidey-senses here is a quick checklist to explore:
Repetitive Messaging
Identical phrases, slogans, or hashtags across social media, petitions, and comments
Opaque Funding
No clear disclosure of who funds or organizes the campaign
Sudden Engagement Spikes
Unnatural surges in likes, shares, or comments within short time windows
Fake or Low-Activity Accounts
Profiles with generic names, stock photos, or minimal posting history driving the conversation
Emotional Fear Appeals
Overuse of alarmist language (e.g., "gridlock," "economic ruin") without data
Cookie-Cutter Campaigns
Nearly identical websites or materials across different causes
Astroturfers Avoid Hard Questions
Deflecting inquiries about funding or evidence
Coordinated Cross-Platform Activity
Same message posted simultaneously on Facebook, Twitter, and local forums
Overemphasis on "Grassroots"
Frequent claims of being "community-led" without proof of local leadership
No Engagement with Data
Dismissing studies, traffic reports, or peer-reviewed research
Why Spotting AstroTurf Matters:
So other than being annoying and disingenuous why does this matter? Astroturfing distorts democracy by:
Silencing genuine community voices.
Prioritizing corporate profits (e.g., developers, fossil fuels) over public good.
Eroding trust in civic processes
These campaigns spread misinformation, manufacture consent, and aim to sway outcomes of services we all depend and rely on. They drown out legitimate local community concerns, usually impacting the most marginalized voices. And they have the power to shift policy changes around things we all care about; affordable housing, transit, climate action, under the guise of ‘community’.
5 Real World Campaigns Examples
1. Protect Bathurst & Protect Dufferin (2025)
Tactic: Nearly identical websites (ProtectBathurst.ca and ProtectDufferin.ca) opposed RapidTO transit lanes, emphasizing parking loss and rushed consultations.
Reality: Reddit users exposed ties to business coalitions, including Summerhill Market owners, who framed commercial interests as residential concerns. The campaigns used cookie-cutter templates, avoided disclosing funders, and amplified fear mongering about gridlock.
Impact: To be determined, consultations are still in progress. Have your say before May 26, 2025 here.
2. Ontario Proud (2016–Present)
Tactic: Founded by Jeff Ballingall, this right-wing group flooded social media with pro-PC Party memes during Ontario’s 2018 election. It raised $459,000 from developers like Mattamy Homes while posing as a grassroots movement.
Reality: Over 89% of funding came from construction firms seeking deregulation. The group’s federal spin-off, Canada Proud, later targeted Justin Trudeau with anti-carbon-tax campaigns.
Impact: Skewed public perception of housing policy, leveraging viral misinformation to sway voters.
3. Canadian Taxpayers Federation (1990–Present)
Tactic: Masquerading as a grassroots watchdog, this group lobbies for corporate tax cuts while hiding ties to tobacco and fossil fuel interests.
Reality: Only six board members control operations, yet media outlets amplify their claims as “taxpayer voices.” Financial disclosures remain opaque despite demands for transparency.
Impact: Shifted policy debates toward austerity, undermining social program funding.
4. Billy Bishop Airport “It’s My Airport” Campaign (2023–Present)
Tactic: Professionally produced “grassroots” testimonials and business-led advocacy highlight the airport’s economic and community benefits, while commissioned polls claim overwhelming public support.
Reality: Campaigns are organized and funded by PortsToronto and local business interests with a direct stake in the airport’s future, overshadowing concerns from residents and environmental groups who allege misleading messaging and lack of transparency.
Impact: Helped shape public and political opinion in favour of airport expansion and continued operations, while marginalizing dissenting voices about noise, pollution, and alternative land uses.
5. USA: Bonner & Associates Fake Letters Scandal (2009)
Tactic: Sent forged letters to Congress, purportedly from local NAACP and Hispanic groups, opposing the American Clean Energy and Security Act.
Reality: The lobbying firm Bonner & Associates fabricated the letters on behalf of energy interests, exploiting trusted community organizations to sway legislators4.
Impact: Undermined the integrity of public consultation and drew national attention to deceptive lobbying practices.
What To Do
Civic resistance is needed to not only fight back astroturf campaigns that put business and corporate needs ahead of people, but to advocate for clear solutions and build consensus. Here are ways you can support community efforts and shut down astroturfing:
1. Demand Transparency
Action: File freedom-of-information requests for campaign finances (e.g., Protect Bathurst donors).
Example: Mattamy Homes publicly apologized after its $100K donation to Ontario Proud sparked backlash.
2. Verify Sources
Tool: Use NewsLit.org’s “Sanitize Before You Share” framework to trace funding and affiliation.
Case: Exposed Canada Proud’s ties to U.S. conservative networks reduced its Khadr video’s reach.
3. Amplify Grassroots Voices
Tactic: Support genuinely community-led groups like TTCriders and Toronto Environmental Alliance.
Impact: Countered Metrolinx’s FIFA astroturfing with rider-led transit equity campaigns5.
4. Report Suspicious Activity
Platforms: Flag coordinated inauthentic behavior to Reddit (r/Toronto) or X (formerly Twitter).
Success: Reddit users debunked Protect Bathurst by linking IP addresses to lobbying firms.