Now a PR firm has agreed to settle charges it had its employees pretend to be unbiased videogame buyers and post gushing, rave reviews at Apple’s online iTunes store.

When I read that, I felt like the French police inspector who was “shocked, shocked!” to discover gambling at Rick’s Cafe in Casablanca.

The same thing is happening elsewhere, of course, including Amazon and other high-profile online merchants.

My suggestion: take all reviews with a degree of skepticism. Look for more than a handful of reviews, Be especially wary if all of them were all posted within a few days or weeks of each other. You want to see 50+ reviews, spaced over the course of many months.

Two habits that will help clean up deceptive online marketing:

1. To keep the practice of phony reviews from spreading, simply never do business with a company that would engage in such underhanded practices.
2. Ditto for spam: Never do business with a company that sends out unsolicited spam. Period.

Zero tolerance. If we all followed those two simple rules, both practices would simply fade away.

Agree? Disagree? Maybe you’ve got an even better idea? Let’s hear it.

That’s what Wells Fargo did in Rhode Island, according to the the Providence (RI) Journal (via Consumerist, who incorrectly reported that it was an animal shelter rather than a farm).

Wells Fargo claims it arranged for the Rhode Island Society for the Prevention of Cruelty to Animals take care of the 130+ cats, dogs, chickens, pigs, horses, sheep, goats. Not so, says RISPCA. According to its president Ernest Finocchio, the bank said it didn’t want RISPCA’s help.

An inspection yesterday revealed that some animals had no food or water. Others had been carted off by strangers – hopefully for humanitarian reasons.

“Two llamas are gone. A turkey is gone. Some waterfowl have left, as well as a number of pot-bellied pigs. I don’t know where the animals went, or who took them. I saw people walking around the farm yesterday and have no idea who they were,” said Finocchio.

But wait a minute. The bank isn’t the only bad guy here. Foreclosure laws require multiple eviction notices, so the farmer himself knew a long time ago that trouble was brewing, yet made no plans for taking care of his animals. Mucho bad karma for him.

UPDATE: Wells Fargo says hey, it wasn’t us who foreclosed– it was them, that mortgage company. But we’ll do the right thing and take care of the animals. Actually, it’s the Rhode Island Society for the Prevention of Cruelty to Animals that’s assuming care, according to the Los Angeles Times.