This legislation is available to download from here:
http://www.oft.gov.uk/advice_and_resources/small_businesses/competing/protection
Of particular interest to those companies that set up fake blogs (e.g. for marketing & PR purposes that pretend to be someone else) should be this phrase about what is now illegal:
Falsely claiming or creating the impression that the trader is not acting for purposes relating to his/her trade, business, craft or profession, or falsely representing oneself as a consumer.Various companies have tried this underhand activity in the past, so it finally looks like this practice (e.g. by Coke Zero) will come to an end in the UK!
