Search-augmented LLMs increasingly mediate everyday consumer recommendations by retrieving live web content. This creates a new risk: LLM recommenders may consume web content that Generative Engine Optimization (GEO) operators have polluted to mislead them. We ask: to what extent do they become unwitting promoters of fake products? We introduce FORGE (Fake Online Recommendations in Generative Environments), which locally rewrites real products in a frozen set of retrieved web pages into fake ones and measures how often the LLM recommends the fake product, across 225 real products in 15 categories and 5 consumer scenarios. Across 12 commercial and open-weights LLMs, all models are vulnerable: a single polluted page yields fooled rates of up to 27%, while the full top-3 replacement raises this to 73.8%. Vulnerability varies across categories, increasing when models lack stable prior knowledge of the products. Reasoning does not mitigate this vulnerability; instead, it often generates spurious social proof to justify false recommendations. None of the four defenses is adequate: the skepticism prompt can exacerbate vulnerability much like reasoning, the two consensus filters risk suppressing legitimate products, and credibility re-ranking helps every model but removes only a sixth of the fakes. We release the FORGE benchmark and the evaluation code at https://github.com/leoluolol/forge-benchmark.

As the typical retraining paradigm is unacceptably time- and resource-consuming, researchers are turning to model editing to find an effective way that supports both consecutive and batch scenarios to edit the model behavior directly. Despite all these practical expectations, existing model editing methods fail to realize all of them. Furthermore, the memory demands for such sequential model editing approaches tend to be prohibitive, frequently necessitating an external memory that grows incrementally over time. To cope with these challenges, we propose CoachHooK, a model editing method that simultaneously supports sequential and batch editing. CoachHooK is memory-friendly as it only needs a small amount of it to store several hook layers whose size remains unchanged over time. Experimental results demonstrate the superiority of our method over other batch-supportive model editing methods under both single-round and consecutive batch editing scenarios. Extensive analyses of CoachHooK have been conducted to verify the stability of our method over a number of consecutive steps.