Reputation management is the influencing and/or control of an individual’s or business’s reputation. Originally a public relations term, the advancement of internet and social media use, along with reputation management companies, have made it primarily an issue of search results. Parts of reputation management are often associated with ethical grey areas, such as astroturfing review sites, censoring negative complaints or using SEO tactics to game the system and influence results. There are also ethical forms of reputation management, which are frequently used, such as responding to customer complaints, asking sites to take down incorrect information and using online feedback to influence product development