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The principle of advertising authenticity is set forth in Article 7 of the ICC Advertising and Marketing Communications Code, which states, "the true commercial purpose of marketing communications should be transparent and not misrepresent their true commercial purpose. Hence, a communication promoting the sale of a product should not be disguised as, for example, (...) user-generated content, private blogs, private postings on social media or independent reviews." It is evident that fake reviews by their very nature constitute a form of covert advertising and a blatant violation of the principle of authenticity. This is because fake reviews precisely entail an act of hiding an advertising message under the disguise of a consumer review (Mayzlin et al. 2012, p. 3).
33For an insightful analysis of this unavoidable pacing problem, see Marchant (2011).