And by that, I mean reviews.
Bookninja points to an article by The Times newspaper concerning faking reviews, in relation to a change in UK law.
"From December 31, when the change becomes law in the UK, they [businesses] 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."
So there you have it!
This applies to businesses who publish fake blogs, too. I can assure you there's nothing fake here, oh no. All 100% geniune wisdom from our editorial department...