Fake or faux,
soon to be illegal

Starting next year, it will be illegal in the U.K. for hotels, restaurants, online shops and others to post glowing reviews online about their services or products under false identities, reports the London Times (via PSFK).

The law will also apply to authors who praise their own books 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.

The law became the focus of debate after a recent investigation found that, within hours, poorly rated travel establishments could lift their reputations from one to four stars by posting fictional positive reviews.