Saturday March 20, 2010

SAN FRANCISCO ( AP) - Yelp, one of the most popular Web sites that let people post opinions about restaurants, shops and local services, is being sued by several small businesses that claim they've been pressured to advertise on the site in exchange for getting negative reviews squashed.

Yelp denies the claims, but exactly what happened may never be clear. And regardless of what happens in court, the lawsuits could taint Yelp's reputation as a leader in online reviews.

Yelp has faced many complaints since it began letting consumers post reviews about local businesses ranging from all-you-can eat buffets to zip line operators six years ago. Often businesses have complained about how reviews on the site - positive or negative - can mysteriously disappear and reappear.

But since late February, at least three lawsuits seeking class action status have been filed against the site by a dozen companies, complaining that reviews are manipulated depending on which companies advertise on the site and which ones do not.

The first suit, which explicitly alleges Yelp engaged in extortion and attempted extortion, was filed Feb. 23 in U.S. District Court for the Central District of California by Cats & Dogs Animal Hospital in Long Beach, Calif.

That lawsuit was amended in March to add nine more companies - some Yelp advertisers, some not. It alleges Yelp sales representatives indicated to businesses that they could alter site listings to help

advertisers and harm nonadvertisers, and that Yelp has actually done so.

The lawsuit began with Cats & Dogs owner Greg Perrault, who said in a court filing that after receiving negative reviews on the site he started getting calls from Yelp, informing him that if he advertised Yelp would hide or lower negative reviews on his page and let him choose the order of the reviews.

Perrault said he decided not to advertise, and a week later a negative review that had disappeared from his page reappeared. He also received a second negative review from someone who had previously written one, he said. Yelp refused his request that the reviews be removed, he said.

The lawsuit seeks an order barring Yelp from manipulating reviews and forcing the company to return money reaped "by means of its wrongful acts and practices," along with unspecified damages.

At least two similar lawsuits have been filed: One by Christine LaPuasky of D'ames Day Spa in Imperial Beach, Calif., on March 3 in the same district court, and one by Boris Levitt of Renaissance Furniture Restoration in San Francisco on March 12 in San Francisco Superior Court.

In an interview, Yelp co-founder and CEO Jeremy Stoppelman said that the businesses suing his company don't understand how Yelp works.