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Astroturf and NGO of Teleguided Consumers in Brussels: When Business Creates Legitimacy “from Below” Astroturf is a process by which firms generate mobilizations. Though taking the form of NGOs comprised of “ordinary” citizens, they are nevertheless paid for by private funds and in the service of commercial ends. Often sponsored by multinational firms or employer federations with logistical assistance from public relations agencies, these NGOs seek to pass off industry positions as disinterested or consumer-driven speech in the public sphere. An increasing number of specialized firms now offer to launch a “consumers’ movement” (including defensive scenarios in the event of discovery) as part of their standard services. In examining the social dynamics and constraints that determine recourse to this type of service among multinational firms, I draw upon several extant studies of the subject as well as an ethnographic case study. ■