This Tactic is not Semi-sleazy. It’s 100% Sleazy.
I learned a new word today:
Astroturfing.
It means fake, grassroots support (get it?).
Here’s the backstory…
A guy posted a cry for help on an online forum because his boss wants him to create a fake Instagram account, build a following, pretend to be a customer of their company, and post rave reviews.
“The main idea purpose of the ‘project’ is to infiltrate groups where advertising is not allowed and to act like I’m posting something ‘cool’ I found,” the guy wrote.
The guy added: “This feels wrong, and I’m uncomfortable doing it.”
Most who answered him said, yep, that’s wrong…
…including one who replied, “This is called astroturfing. It is unethical.”
And that might have been the end of the story, except…
…for all the Atroturfer apologists in the room who thought this is a great idea. 
The “as long as it works” defense…
One Astroturfer said: “Super common, works great for cold leads.”
The “kids will be kids” defense…
Another suggested it’s OK for a new business (“I mean, if this was a startup or small company… I get it. Fake it to you make it”). But it’s bad form for a large company (“They should have grown up.”)
The “common practice… you’re an idiot if you don’t join the crowd” defense…
The most disturbing response came from “@spaceion” who mocked those of us who question the tactic:
“I don’t know what planet everyone on this post is from but it’s common practice to create a fake account to infiltrate groups, subreddits to recommend your products. If you think this doesn’t happen, then you are too naive and you shouldn’t be in marketing. There is nothing unethical about it.”
The split-the-difference defense.
One fence-straddler said: “It’s unethical for them to ask you to use your personal account in that way, but the idea itself is only semi-unethical. Tons of influencers do the ‘pretend you just found out about the product’ thing though.”
“Semi-unethical?!” 
That’s a good one.
My take…
EVERYTHING about this is unethical.
This is not SEMI-sleazy. It’s 100% sleazy.
If you pretend to be a customer when you’re an employee, you’re lying. That’s unethical AND unnecessary.
The problem with marketing today (and through the ages): Too many marketers choose unethical tactics and defend their actions like the Astroturfer apologists.
“It works” does not make it OK.
“They’re a small company, just getting started” does not make it OK.
“It’s a common practice” does not make it OK.
You don’t have to resort to these sleazy, unethical tricks to grow your business. Don’t choose the unethical path (or even the SEMI-ethical path).
Play it straight. You’ll grow your business, and you’ll feel better doing it.
Don't go away yet..
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