September 30, 2023

Tricia Oak

Business & Finance Excellency

How Google and Amazon bankrolled a ‘grassroots’ activist group of modest small business homeowners to foyer from Huge Tech oversight

The symbol of Google is viewed on a constructing at La Protection organization and fiscal district in Courbevoie around Paris, France, September 1, 2020.

Charles Platiau | Reuters

Clay Montgomery owns a modest blacksmith shop known as “Arrow M Enterprises” outdoors of Mingus, Texas, where he manufactures hand-solid metal operates and grilling resources. He also sells a spicy barbeque sauce and a meat rub referred to as “Chunk My Butt.”

In modern decades, Montgomery’s blacksmith shop has been detailed as a member of a Washington, D.C.-based trade team called the “Related Commerce Council” that statements to lobby on behalf of smaller enterprises. On its site, the council describes itself as a non-income membership corporation with a solitary target: “to market tiny businesses’ access to essential electronic technologies and equipment.”

The group, which strategies versus intense regulation of large tech providers, also says it wants to make certain “policymakers comprehend the vital intersection of technological know-how and smaller business,” in accordance to its internet site.

But you can find just one particular challenge: Montgomery states he is not a member and, in point, has never heard of the Connected Commerce Council. The blacksmith informed CNBC he would under no circumstances be a part of a tech lobbying team in Washington. “Technological know-how is not just my forte,” he claimed.

Montgomery isn’t really the only compact company proprietor bewildered to locate their names stated as a member of the Related Commerce Council, which also goes by “3C.” Far more than 20 other “users” contacted by CNBC reported they equally experienced never heard of the council and did not know why they have been on their membership listing.

The council, which pitches itself as a grassroots motion representing modest enterprise homeowners, is basically a well-financed advocacy team funded by tech significant hitters Google and Amazon. The two tech corporations are listed as “associates” on the organization’s site. They are also presently the council’s sole fiscal support, 3C spokesman Chris Grimm confirmed to CNBC.


Lobbying watchdog team the Campaign for Accountability identified as 3C an “Astroturf” lobbying firm, thanks to the tech giants’ economic aid. That’s a little bit of Washington slang for a group that statements to characterize grassroots entities, but in actuality serves as an advocate for major business. It is really a tactic applied in Washington to push for unique legislative or regulatory ambitions using the sympathetic confront of mother and pop organizations. The Marketing campaign for Accountability described 3C in a 2019 report as an “Astroturf-design entrance team for the nation’s major know-how organizations.”

“Major Tech understands that voters and their associates aren’t hugely sympathetic toward the complaints of trillion-dollar corporations, so they have decided to paint small organizations as the genuine victims of antitrust laws,” mentioned Michelle Kuppersmith, executive director of the Campaign for Accountability.

To be guaranteed, the group does have some lively tiny small business customers, a number of of whom advised CNBC they price 3C’s choices and concur with its problem advocacy in Washington.

Smaller enterprise owners like Michelle Thom, operator of and a stylist at “A Wild Hair by Michelle” salon in St. Clair, Minnesota, are considerably far more sympathetic to users of Congress than wealthy technological innovation executives. The Related Commerce Council outlined her organization on its website as a member, but Thom explained to CNBC she experienced by no means read of the team and her enterprise really should not be on its roster.

The proprietor of Bud’s Barbershop in Wylie, Texas, who declined to give his name, was equally listed as a member even although he explained he has under no circumstances read of the team.

Christine Little, whose firm, 1058 Vehicle and Towing in Swansea, South Carolina, was also shown as a member, mentioned she didn’t know something about the council either. “I am pretty sure I’d almost certainly remember” signing up for the team, she informed CNBC. “We just tow.”


And it is not just smaller companies that informed CNBC they are not guaranteed why they had been stated on the 3C site. Until eventually this week, the council also experienced a page on its web site listing its “companions” – corporations that the internet site recommended assist the council’s endeavours. That web page highlighted the logos of three tech giants: Amazon, Google and payment processor Sq., which not too long ago altered its identify to Block.

But Block, which was designed by Twitter founder Jack Dorsey, told CNBC it was not truly a associate of the Related Commerce Council, in spite of the listing on 3C’s internet site. The Connected Commerce Council pulled Square’s brand from its internet site on Monday following CNBC contacted Block, which mentioned it asked 3C to take out its name.

Grimm explained 3C taken off Square’s brand Monday immediately after CNBC’s inquiry because Sq. is “no for a longer period an energetic spouse of the Related Commerce Council.” 

In a assertion to CNBC, Linked Commerce Council Govt Director Rob Retzlaff stated all of the group’s associates “affirmatively indication up – at functions, on the net, or via a personal connection – and countless numbers have opened e-mail, responded to surveys, attended conferences and occasions, and communicated with legislators.”

Retzlaff reported, “I sincerely hope you do not (a) mischaracterize our initiatives or the sights of compact enterprises by suggesting we are an astroturf firm that puts words in people’s mouths, or (b) use out-of-date membership details to distract visitors from authentic worries of tiny firms and their engagement with policymakers.”

In February, the team also quietly eradicated a listing of hundreds of grassroots users from its web site. Grimm, the council’s spokesman, stated it pulled the listing because it fell powering in updating its member list. He stated the team has more than 16,000 existing members but did not provide a present record of them.  

Absolutely free membership

The Linked Commerce Council has been lively in shaping the discussion close to antitrust regulation in Washington. It is really worked with an outdoors lobbying firm, identified as the Greater part Team, for quite a few many years to advocate on small enterprise and technological innovation troubles on Capitol Hill. In 2021, the group used $400,000 on lobbying, in accordance to the Middle for Responsive Politics. In 2018, the Linked Commerce Council supplied public remark to the Federal Trade Commission on antitrust concerns, arguing that significant technologies platforms these as Amazon and other people present added benefits to small enterprises.

Google spokesman Jose Castaneda despatched a assertion when questioned about the firm’s involvement in 3C. He reported numerous small businesses are involved “that Congress’s controversial payments could harm the digital tools that they have relied on to adapt, recuperate and achieve new clients all through the pandemic. We stimulate involved firms and the companies that symbolize them to question Congress to take into consideration the unintended consequences of these charges for little enterprises throughout the region.”

The Related Commerce Council, which has just 304 followers on Fb, has been an energetic advertiser on the platform given that its web site was produced in 2018. Since then, it truly is invested a lot more than $600,000 on advertising and marketing in that time, including additional than $9,000 in the last 7 days, according to the company’s advertising library, which discloses the sponsors and ads in this sort of strategies.

The ads sponsored by the Linked Commerce Council generally guidance the exact positions as the large tech corporations that bankroll the group. The tech giants have also been advocating from various charges on Capitol Hill that would impose antitrust regulations on the tech companies or make it easier to split them up altogether. One particular monthly bill, for case in point, would block businesses, together with Amazon and Google, from pushing their very own products and solutions in on-line marketplaces at the price of their personal competitors.

‘Amazon helps our members’

“Do not let Congress give away America’s technological edge. Send a letter,” reads 1 ad sponsored by the Related Commerce Council in March that’s been seen far more than 125,000 periods, in accordance to Fb. A information in the very same ad reads, “Dangerous laws in Congress will weaken America’s economic climate and threaten our smaller organizations.”

Another ad working in March refers immediately to Amazon, which is one particular of the corporations that funds the Linked Commerce Council. “Amazon Marketplace is at hazard,” the ad states. “Choose this survey and stand up to Congress.” The advertisement, which Facebook suggests has been seen far more than 8,000 instances, also asks: “Are you a tiny small business seller? We are counting on your working experience to support fight harmful laws in Congress.”

An online survey operate on Facebook by the council tells Amazon Market users, “As you may perhaps be mindful, some elected officers consider Amazon is far too big, and that is harmful mainly because we know Amazon helps our customers and tens of millions of modest firms sell additional goods and make much more money!”

The council operates like a well-oiled advocacy team. By 2019, 3C’s lobbyists had satisfied with 50 users of Congress, submitted seven official comments at regulatory businesses and sent two associates to testify right before Congress, according the Marketing campaign for Accountability’s 2019 report. The council also “printed a raft of supplies painting a rosy photograph of the tech giants, comprehensive with estimates from compact business enterprise proprietors heaping praise on them,” the report said.

“For the Related Commerce Council to be successful, it demands to influence legislators that it really is definitely advocating on behalf of the additional than 10,000 modest firms it statements to depict,” claimed Kuppersmith, executive director of the watchdog team. “Having said that, when you begin to peel back again the curtain on the group just a bit, it is really clear that this graphic of enthusiastic antitrust opposition is fueled by Large Tech income.”

Wonderful useful resource

The group pointed to loads of smaller organization house owners who are genuine members. Former 3C board member Mimi Striplin founded the Tiny Tassel in Charleston, South Carolina, which sells jewelry and accessories.

“They are a excellent useful resource as a smaller company to get entry to digital tools,” she states of the group. 3C “retains me educated about new expenditures becoming handed.” Striplin mentioned new antitrust legislation could negatively affect the affordability of the digital equipment she is dependent on, these kinds of as social media and software package to make her products a lot more seen on Google.

Fb Chief Operating Officer Sheryl Sandberg speaks for the duration of an party on the sidelines of the Planet Financial Discussion board in Davos, Switzerland January 23, 2019.


Striplin’s compact store caught the attention of Sheryl Sandberg, chief working officer of Meta. In 2020, Sandberg selected the Small Tassel’s earrings as a single of her private picks for Facebook’s #BuyBlack Friday gift guide, which inspired customers to support Black-owned enterprises. Striplin stated the choice of her products and solutions by Sandberg was not related to her membership in 3C.

Existing board member Salil Gandhi operates a social media and digital marketing and advertising organization called SBO Buzz in Chicago. He explained the group supplied a important platform for small business enterprise leaders during the Covid pandemic, including supplying a typical Zoom pleased hour for 15 to 30 smaller company house owners to verify in on each individual other.

“We would get collectively and have a cocktail and speak about problems we have been possessing, PPP challenges, or other complications we had been obtaining as smaller business homeowners,” Gandhi claimed. “I’m nevertheless close friends with a lot of the men and women I fulfilled by means of there.”

Gandhi mentioned he would not intellect that the smaller organization advocacy group is mainly funded by big tech organizations due to the fact smaller organizations presently depend on Google and other corporations for cost-free tools to run their operations, together with Gmail accounts. “When I look at concerns, I glance at them from my standpoint,” he claimed. “It truly is not like anybody’s ever telling me what to say or what is heading on.”

Council member Alfred Mai, who established ASM Video games with his wife in 2017, mentioned he depends on Amazon to sell his items and agrees with the group’s press versus antitrust initiatives in Washington. The enterprise sells card video games for social gatherings, including video games called “These Cards will Get You Drunk” and “Do You Really Know Your Relatives?” He states Amazon has been important to the achievement of his company.

“These antitrust, quotation unquote, ‘break up Large Tech’ payments can critically influence my organization,” Mai stated. “This genuinely isn’t just about Huge Tech it is also about compact organization.”

He explained he worries about unintended penalties of congressional action and the possibility that Amazon could possibly be forced to shut down its third-bash market web-site, the place he sells his card game titles.

“I am not sitting down in this article becoming brainwashed by an Amazon lobbyist telling me ‘this is what you really should believe that,'” Mai stated. “I definitely consider it.”

 — CNBC’s Bria Cousins and Paige Tortorelli contributed to this report.