Before answering your question, I would note that you have selected libel and slander as your topic heading. The easiest manner to avoid trouble with the website concept which you propose is of course to avoid defamatory posts on your website. While you state that you want to post positive reviews on your site, chances are that at some time a negative review will appear. Keep your posts truthful, unbiased and purely based upon personal and verifiable experience. Be careful of business disparagement.
Business disparagement occurs when a person makes: (1) a false and disparaging statement,(2) an unprivileged publication of the statement, (3) malice, and (4) special damages proximately caused by the statement. This differs from traditional defamation per se in that business disparagement requires (a) malicious intent and (b) proof of actual monetary loss caused by the statement.The answer to your specific question is always fact specific for what you intend to do but generally the reference to and use of a company name is permissible while use of a logo/trademark is a more nebulous area. The reason is that trademark usage often connotes/implies an affiliation or relationship and can cause customer confusion. It is always best to include a disclaimer that your site is not affiliated with the businesses reviewed to avoid any questions of confusion and to further buttress the independence of your reviews. Since many web sites are advertiser-supported, you will need to decide if and how you wish to disclose any advertising relationship with businesses reviewed.
Answered on Jul 09th, 2012 at 3:15 PM