Meaning of “SteMa(ステマ)”

“SteMa(ステマ)” is an abstraction for “Stealth Marketing(ステルスマーケティング)”.
It includes not only undercover marketing but also the meaning of astroturfing.

Just recently, a politician’s “SteMa(ステマ)” activities became a problem.
He had numerous supportive comments about himself and attacking comments toward other candidates posted, as if they were written by ordinary citizens.

Unfortunately, “SteMa(ステマ)” can be seen everywhere in Japan. It is not only widespread on social media, but also very common in mass media.

Example Conversation

A: Why isn’t the mass media making a fuss about the “SteMa(ステマ)” issue?
B: Probably because the mass media is full of “SteMa(ステマ)” themselves.

A: ステマ問題、マスメディアがあんまり騒いでないのなんでだろう？
B: マスメディアもステマばっかりやってるからじゃない？