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 Putting fake reviews about your product or service can cost you dearly...and yes, there are ways to spot fakes. See this from the New York Times:

"New York regulators will announce on Monday the most comprehensive crackdown to date on deceptive reviews on the Internet. Agreements have been reached with 19 companies to cease their misleading practices and pay a total of $350,000 in penalties."

full article: http://www.nytimes.com/2013/09/23/technology/give-yourself-4-stars-online-it-might-cost-you.html?partner=rss&_r=2&