The logo of Google is witnessed on a constructing at La Defense business enterprise and financial district in Courbevoie in the vicinity of Paris, France, September 1, 2020.

Charles Platiau | Reuters

Clay Montgomery owns a compact blacksmith store identified as “Arrow M Enterprises” exterior of Mingus, Texas, where he manufactures hand-cast metallic is effective and grilling instruments. He also sells a spicy barbeque sauce and a meat rub termed “Bite My Butt.”

In the latest yrs, Montgomery’s blacksmith shop has been listed as a member of a Washington, D.C.-based mostly trade group known as the “Related Commerce Council” that promises to foyer on behalf of compact organizations. On its internet site, the council describes by itself as a non-income membership organization with a one objective: “to boost tiny businesses’ accessibility to vital electronic technologies and applications.”

The team, which campaigns towards intense regulation of large tech organizations, also states it desires to guarantee “policymakers recognize the necessary intersection of technological innovation and compact enterprise,” in accordance to its site.

But there is just a single issue: Montgomery suggests he is not a member and, in actuality, has under no circumstances read of the Connected Commerce Council. The blacksmith advised CNBC he would never join a tech lobbying team in Washington. “Know-how is not exactly my forte,” he stated.

Montgomery just isn’t the only smaller business owner bewildered to uncover their names shown as a member of the Connected Commerce Council, which also goes by “3C.” More than 20 other “users” contacted by CNBC said they equally experienced never listened to of the council and did not know why they have been on their membership checklist.

The council, which pitches by itself as a grassroots motion symbolizing modest enterprise proprietors, is really a effectively-financed advocacy group funded by tech major hitters Google and Amazon. The two tech businesses are mentioned as “companions” on the organization’s web-site. They are also at this time the council’s sole money guidance, 3C spokesman Chris Grimm confirmed to CNBC.


Lobbying watchdog group the Marketing campaign for Accountability termed 3C an “Astroturf” lobbying business, many thanks to the tech giants’ economical support. Which is a bit of Washington slang for a team that statements to symbolize grassroots entities, but in fact serves as an advocate for major market. It can be a tactic utilized in Washington to force for specific legislative or regulatory aims making use of the sympathetic encounter of mom and pop corporations. The Campaign for Accountability explained 3C in a 2019 report as an “Astroturf-model front team for the nation’s largest know-how providers.”

“Big Tech understands that voters and their reps aren’t vastly sympathetic toward the grievances of trillion-greenback firms, so they have resolved to paint tiny businesses as the authentic victims of antitrust laws,” explained Michelle Kuppersmith, government director of the Marketing campaign for Accountability.

To be confident, the group does have some energetic little company customers, quite a few of whom explained to CNBC they price 3C’s offerings and concur with its issue advocacy in Washington.

Little business enterprise house owners like Michelle Thom, proprietor of and a stylist at “A Wild Hair by Michelle” salon in St. Clair, Minnesota, are substantially extra sympathetic to associates of Congress than rich know-how executives. The Related Commerce Council stated her business on its web site as a member, but Thom explained to CNBC she experienced by no means read of the group and her enterprise must not be on its roster.

The operator of Bud’s Barbershop in Wylie, Texas, who declined to give his identify, was similarly listed as a member even nevertheless he said he has by no means read of the group.

Christine Tiny, whose organization, 1058 Vehicle and Towing in Swansea, South Carolina, was also detailed as a member, mentioned she did not know just about anything about the council either. “I’m quite positive I might most likely bear in mind” becoming a member of the team, she advised CNBC. “We just tow.”


And it is really not just tiny corporations that instructed CNBC they are not guaranteed why they have been listed on the 3C site. Until finally this 7 days, the council also had a site on its web-site listing its “associates” – organizations that the web site instructed guidance the council’s initiatives. That website page showcased the logos of a few tech giants: Amazon, Google and payment processor Square, which recently adjusted its identify to Block.

But Block, which was designed by Twitter founder Jack Dorsey, instructed CNBC it was not basically a companion of the Connected Commerce Council, inspite of the listing on 3C’s web site. The Related Commerce Council pulled Square’s emblem from its web-site on Monday immediately after CNBC contacted Block, which stated it asked 3C to take out its title.

Grimm claimed 3C taken out Square’s symbol Monday just after CNBC’s inquiry since Sq. is “no for a longer period an lively companion of the Linked Commerce Council.” 

In a assertion to CNBC, Linked Commerce Council Government Director Rob Retzlaff said all of the group’s associates “affirmatively sign up – at occasions, on line, or by a private relationship – and 1000’s have opened emails, responded to surveys, attended conferences and gatherings, and communicated with legislators.”

Retzlaff stated, “I sincerely hope you do not (a) mischaracterize our initiatives or the views of small companies by suggesting we are an astroturf corporation that places terms in people’s mouths, or (b) use out-of-date membership facts to distract visitors from genuine worries of small firms and their engagement with policymakers.”

In February, the team also quietly taken off a list of thousands of grassroots users from its internet site. Grimm, the council’s spokesman, claimed it pulled the record simply because it fell driving in updating its member record. He mentioned the team has much more than 16,000 recent associates but did not give a existing list of them.  

Free of charge membership

The Linked Commerce Council has been active in shaping the discussion all around antitrust regulation in Washington. It’s labored with an outside the house lobbying firm, termed the The greater part Team, for various many years to advocate on small business and know-how difficulties on Capitol Hill. In 2021, the team spent $400,000 on lobbying, according to the Middle for Responsive Politics. In 2018, the Linked Commerce Council available general public remark to the Federal Trade Commission on antitrust troubles, arguing that massive technological innovation platforms such as Amazon and many others provide advantages to small firms.

Google spokesman Jose Castaneda sent a statement when questioned about the company’s involvement in 3C. He mentioned quite a few tiny corporations are involved “that Congress’s controversial expenses could harm the digital applications that they have relied on to adapt, get well and get to new shoppers all over the pandemic. We persuade concerned firms and the corporations that represent them to ask Congress to contemplate the unintended repercussions of these expenses for smaller companies throughout the region.”

The Connected Commerce Council, which has just 304 followers on Fb, has been an active advertiser on the system considering the fact that its web site was established in 2018. Considering that then, it can be invested a lot more than $600,000 on marketing in that time, such as additional than $9,000 in the past 7 days, according to the firm’s promotion library, which discloses the sponsors and advertisements in such campaigns.

The advertisements sponsored by the Linked Commerce Council frequently help the similar positions as the large tech providers that bankroll the team. The tech giants have also been advocating towards numerous costs on Capitol Hill that would impose antitrust procedures on the tech firms or make it less difficult to crack them up entirely. Just one monthly bill, for case in point, would block firms, such as Amazon and Google, from pushing their possess merchandise in on-line marketplaces at the cost of their have competition.

‘Amazon aids our members’

“Will not let Congress give absent America’s technological edge. Deliver a letter,” reads 1 ad sponsored by the Linked Commerce Council in March that is been considered additional than 125,000 occasions, in accordance to Fb. A message in the exact same ad reads, “Destructive laws in Congress will weaken America’s financial system and threaten our tiny corporations.”

Yet another advertisement working in March refers right to Amazon, which is 1 of the corporations that finances the Related Commerce Council. “Amazon Marketplace is at threat,” the ad claims. “Just take this study and stand up to Congress.” The advertisement, which Facebook claims has been seen additional than 8,000 times, also asks: “Are you a compact business vendor? We’re counting on your expertise to support struggle destructive legislation in Congress.”

An on the net study run on Fb by the council tells Amazon Market end users, “As you could be informed, some elected officers assume Amazon is much too massive, and that is dangerous due to the fact we know Amazon assists our customers and thousands and thousands of modest companies promote more merchandise and make more revenue!”

The council runs like a well-oiled advocacy team. By 2019, 3C’s lobbyists experienced satisfied with 50 members of Congress, submitted seven official reviews at regulatory agencies and despatched two representatives to testify before Congress, in accordance the Marketing campaign for Accountability’s 2019 report. The council also “published a raft of components painting a rosy picture of the tech giants, comprehensive with rates from little enterprise homeowners heaping praise on them,” the report said.

“For the Connected Commerce Council to do well, it desires to persuade legislators that it can be truly advocating on behalf of the much more than 10,000 compact organizations it statements to represent,” stated Kuppersmith, executive director of the watchdog team. “On the other hand, when you commence to peel back again the curtain on the group just a bit, it truly is clear that this graphic of enthusiastic antitrust opposition is fueled by Significant Tech dollars.”

Good resource

The group pointed to a great deal of modest organization owners who are legitimate associates. Previous 3C board member Mimi Striplin started the Small Tassel in Charleston, South Carolina, which sells jewelry and accessories.

“They’re a excellent resource as a small small business to get entry to electronic equipment,” she claims of the group. 3C “retains me knowledgeable about new payments getting handed.” Striplin claimed new antitrust laws could negatively effect the affordability of the electronic resources she relies upon on, these kinds of as social media and software to make her goods much more obvious on Google.

Fb Main Functioning Officer Sheryl Sandberg speaks in the course of an occasion on the sidelines of the Globe Economic Discussion board in Davos, Switzerland January 23, 2019.


Striplin’s tiny shop caught the notice of Sheryl Sandberg, chief working officer of Meta. In 2020, Sandberg selected the Very small Tassel’s earrings as a single of her own picks for Facebook’s #BuyBlack Friday reward guideline, which inspired users to aid Black-owned organizations. Striplin claimed the range of her products and solutions by Sandberg was not linked to her membership in 3C.

Existing board member Salil Gandhi operates a social media and digital promoting organization named SBO Buzz in Chicago. He reported the group provided a useful platform for little enterprise leaders all through the Covid pandemic, which include offering a common Zoom joyful hour for 15 to 30 small organization house owners to look at in on each and every other.

“We would get collectively and have a cocktail and communicate about difficulties we ended up having, PPP troubles, or other complications we were having as little small business homeowners,” Gandhi stated. “I’m still buddies with a large amount of the men and women I fulfilled as a result of there.”

Gandhi said he does not brain that the small enterprise advocacy team is mostly funded by large tech businesses simply because modest firms already depend on Google and other corporations for totally free tools to run their functions, which includes Gmail accounts. “When I seem at difficulties, I search at them from my standpoint,” he said. “It is really not like anybody’s at any time telling me what to say or what is actually likely on.”

Council member Alfred Mai, who founded ASM Games with his spouse in 2017, claimed he depends on Amazon to provide his items and agrees with the group’s press versus antitrust initiatives in Washington. The firm sells card online games for social gatherings, together with online games referred to as “These Playing cards will Get You Drunk” and “Do You Seriously Know Your Household?” He states Amazon has been very important to the good results of his small business.

“These antitrust, estimate unquote, ‘break up Significant Tech’ expenditures can critically have an effect on my enterprise,” Mai claimed. “This seriously is not just about Large Tech it really is also about modest organization.”

He mentioned he anxieties about unintended penalties of congressional motion and the probability that Amazon could be compelled to shut down its third-bash market site, where by he sells his card video games.

“I am not sitting below getting brainwashed by an Amazon lobbyist telling me ‘this is what you need to believe that,'” Mai stated. “I actually think it.”

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

By Anisa