We see it all the time: a glowing 5-star comment on Yelp about a restaurant. At first glance, it looks authentic. However, what if the review actually were purchased by the restaurant? Would that change your perspective on the review or the restaurant? Of course, paying for advertising is hardly new. Celebrities for years have endorsed products and restaurants. As a result, the FTC issued Endorsement Guides that require websites, bloggers and businesses to disclose endorsers, and require that the endorsements be truthful and not misleading.
The original article can be found here: http://www.ecommercetimes.com/story/81818.html?rss=1
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