When I am released to the wind, you look away and you pretend, but away your friends I will send. What am I?

“A balloon”

While a balloon can be released into the wind, it doesn't cause people to look away or send friends away in the same manner as a fart does.

“A paper airplane”

A paper airplane can be released and travel through the air, but it does not typically cause discomfort or embarrassment that would lead others to pretend or look away.

“A whistle”

A whistle can be blown and may cause others to look away, but it does not have the same connotation of causing a social faux pas or sending friends away as a fart does.