It was only a few days ago when we were writing about how Wikipedia was telling PR agencies to stop writing up their clients on the encyclopedia site. We even suggested that brands should declare that they are splog free. Now, the Times reports that brands in Europe will soon be forced to reveal their true identities in online forums like Amazon customer reviews:

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.

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