Company fined for posting false user reviews online

The settlement marks a first strike against the growing practice of 'astroturfing' in the US, where employees pose as independent consumers to post positive reviews and commentary to websites and internet message boards about their own company.

Attorney General Cuomo, who presided over the case, said: "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."

An investigation found that Lifestyle Lift's president believed that negative internet postings had significantly hurt the company's reputation and thought the success of the company hinged on controlling messages posted online.

Company employees were directed to create accounts with various internet message boards and pose as satisfied customers. Employees also attacked legitimate message board posters who criticized Lifestyle Lift and tried to get those posts removed.

Internal emails discovered by the investigation show that Lifestyle Lift employees were given specific instructions to engage in the illegal activity.

One e-mail to employees said: "Friday is going to be a slow day - I need you to devote the day to doing more postings on the web as a satisfied client".

Another internal email directed a Lifestyle Lift employee to "put your wig and skirt on and tell them about the great experience you had".

In addition to posting on various internet message board services, Lifestyle Lift also registered and created stand-alone web sites, such as MyFaceliftStory.com, designed to appear as if they were created by independent and satisfied customers of Lifestyle Lift.

The sites offered positive narratives about the Lifestyle Lift experience. Some of these sites offered forums for users to add their own comments about Lifestyle Lift. In reality, however, Lifestyle Lift either provided all the user comments themselves, or closely monitored and edited third-party comments to skew the discussion in favour of the company.