You're right that paid reviews may be legal if they're clearly advertised as adverts, as opposed to framed as impartial reviews. But walking that line is fine,

You're right that paid reviews may be legal if they're clearly advertised as adverts, as opposed to framed as impartial reviews. But walking that line is fine, right, because people expect reviews to be impartial. Regardless, the legal obligation[1] to transparently advertise this is on the firm, not (just) the bought reviewer. IIRC the Advertising Standards Authority recently had a case on a social media paid promotion, which reinforced this. Regardless, IMO the statute is quite clear the obligation is on the firm. [1] https://www.legislation.gov.uk/uksi/2008/1277/part/2/made https://www.legislation.gov.uk/uksi/2008/1277/part/2/made