Yelp, the popular review site known to make or break local businesses, will start publicly branding companies it suspects of buying fake evaluations.
The San Francisco-based website, which already tries to filter out dubious appraisals, said it will now start posting visible consumer alerts on websites suspected of soliciting reviews-for-hire to boost ratings.
The alerts will stay up for at least 90 days – longer if the suspicious activity continues, according to Yelp.
Users, many of whom consider Yelp to be the last word on whether a business is worth visiting, can click on the alerts for more details.
Yelp also said it will start informing visitors when a business has a slew of reviews posted from the same computer – often a red flag for inauthentic reviews.