STEALTH MARKETING
Caveat emptor: Not all 'word of mouth' blogs unpaid
By MINORU MATSUTANI
Staff writer

Is word-of-mouth information on the Internet trustworthy — or to be taken with a grain of salt?

The operator of a popular website collecting presumably honest consumer commentary about restaurants is endeavoring to gain consumer trust and ensure planted stooges aren't unleveling the playing field.

Kakaku.com Inc., which runs the site Taberogu, said in January it found 39 companies that had been paid by certain restaurants and shops to talk them up and asked that such mercenary practices cease.

Pretending to be a satisfied consumer posting complimentary comments is a classic example of stealth marketing, a practice that has gained greater traction in the online world.

Following are questions and answers regarding stealth marketing:

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