shilling

Shilling is the practice of pretending to be an ordinary customer or member of the public to promote a product, service, or cause, while concealing the promoter’s true interest. The term derives from the use of "shills"—associates who would pose as independent buyers in markets and stalls, or booths, to draw crowds and confidence.

In traditional settings, a shill might accompany a vendor, initiate a buy, or praise the product publicly to create the impression of demand. In modern contexts, shilling commonly occurs online through fake reviews, paid endorsements, or accounts that mimic ordinary users, sometimes coordinated by a company or promoter.

Techniques include posting enthusiastic testimonials, leaving high-rated reviews, commenting in forums or social media, or creating fake organic-looking engagement. Shilling differs from legitimate advertising or influencer marketing when the promoter’s relationship to the product is undisclosed or deceptive.

Legal and ethical issues: many jurisdictions regulate endorsements to require disclosure of material connections. Platforms prohibit undisclosed paid promotions and may remove content or suspend accounts. Shilling can amount to deceptive or unfair marketing, false advertising, or market manipulation in certain settings.

Related concepts: shill bidding in auctions, astroturfing, fake reviews, and paid sponsorships. Etymology and historical usage reflect the broader aim of lending credibility to a sale by an apparently independent voice.