The European Unfair Commercial Practices Directive of May 2008 briefly states people must not make false claims or give misleading information about their books.
For example, if you are not a best-seller don’t say on the Internet that you are, else you can be taken to court and named and shamed by the Fair Trading Standards.
Authors and publishers who attempt to boost their online profile by reviewing their own books on sites such as Amazon could also face prosecution.
The law is deigned to protect consumers from businesses creating false blog entries, known as 'flogs'.
For more information on Unfair Commercial Practices Directive check out: http://www.berr.gov.uk/whatwedo/consumers/buying-selling/ucp/