Yelp was catalogued by the UXP2 Lab over disguised advertising. According to the entry, Yelp makes ads look similar to customer reviews and places them in the same area where reviews are posted.
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Yelp: Disguised Ads.
Yelp disguises ads to look similar to customer reviews, and puts them in the same area as reviews are posted.
Disclaimer: examples in the Hall of Shame are generally drawn from public submissions and cited sources; they have not been independently verified and may contain inaccuracies. They are presented as illustrations of design patterns, not findings of fact, unlawful conduct, or intent.