Websites that publish reviews should make sure that they provide the full picture to consumers and comply with the law.
Businesses, media agencies or individuals that publish opinions online should make sure that content which has been paid for is clearly identifiable. Otherwise the business, media agency and the person publishing the content might break the law.
This summary explains what review sites, businesses, media agencies and those publishing opinions online should do to make sure they comply with consumer protection law.
Updated April 2016
An interesting contribution from the UK CMA on the topic of online endorsements - Also named "60 second summary" to get updated on the guidance and recommended practices. Should be applied by any e-commerce site and marketplace to build trust with customers.
https://www.gov.uk/government/publications/online-reviews-and-endorsements-advice-for-businesses