This Times Online article says “hotels, restaurants and online shops that post glowing reviews about themselves under false identities could face criminal prosecution under new rules that come into force next year. Businesses which write fake blog entries or create whole wesbites purporting to be from customers will fall foul of a European directive banning them from ‘falsely representing oneself as a consumer’. From December 31, when the change becomes law in the UK, they can be named and shamed by trading standards or taken to court. The Times has learnt that the new regulations also will apply to authors who praise their own books under a fake identity on websites such as Amazon. Online consumer reviews are playing an ever greater role in shaping shopping habits, with websites such as TripAdvisor for the travel industry being seen as increasingly influential. However, a string of businessman in the UK and the US have been caught posing as supposedly independent customers in an attempt to boost sales”.

Fake bloggers soon to be ‚Äònamed and shamed’