Astroturfing is the process where by a retail or service provider leaves fake and very favourable feedback about their own goods and services. From people I have talked to this is a wide spread practice and concumers are aware not to fully trust very positive feedback.
However, new legislation may have made this practice illegal. The Unfair Commercial Practices legislation says that you are not allowed to deceive or make false represenations about products. This would seem to encompass astroturfing.
Don't panic though. The OFT have to police the legislation and are unlikely to investigate such practices.
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