“If readers knew that reviewers had really been to the restaurant in question, it would not solve all the credibility problems but it would be a step in the right direction. That is the benefit of a new program that TripAdvisor and American Express introduced Tuesday. Amex card members will sign in to a new part of the review site and be given the opportunity to evaluate the places they patronized. Next to their write-up it will say, “Amex cardmember review.” The reviewer might still be a friend — or enemy — of the establishment, but at least he really went there.”

– http://bits.blogs.nytimes.com/2013/10/08/encouraging-the-reviewers-honestly/?ref=todayspaper