eldavojohn writes: So you pay a PR firm like Reverb to generate some positive buzz for your new mobile game and what do they do? Hire employees to post fake glowing reviews of your game on the platform it's being distributed on. The FTC says that's not okay due to new regulations from last year the FTC is making paid reviews disclose that they are paid reviews. Originally the fear was that this regulation would target the small time blogger but this news of Reverb settling with the FTC over fake game reviews shows that the FTC is also targeting big PR firms and said 'We hope that this case will show advertisers that they have to be transparent in their practices and help guide other ad agencies.' The article says that fake reviews like those alleged in the complaint (PDF) are pretty much the norm on iTunes and Reverb denies that this settlement is any acknowledgment of wrongdoing — rather just a time saver over a costly court battle. Will this continue? Will the FTC continue to make examples of big PR firms? Wait and see.