Flogging a Dead Horse

I'm not sure this is going to make much difference, but it's interesting that they're trying:

Hotels, restaurants and online shops that post glowing reviews about themselves under false identities could face criminal prosecution under new rules that come into force next year.

Businesses which write fake blog entries or create whole websites purporting to be from customers will fall foul of a European directive banning them from “falsely representing oneself as a consumer”.

I rather like the name "flogs" for fake blogs - it seems appropriate.