I'm constructing a nightlife guide/blog site that will focus on a particular Greek holiday destination that i'm hoping to launch before the summer season starts.
I've integrated a business directory to the site, and made it so business owners can log onto the site and create their own entry for their establishment using a wywiwyg editor.
For the business owner to gain access permissions to create an entry, they will need me to upgrade their account to author level. Which i'd be happy to do if I was sure that he/she is the genuine owner of the business and not a malicious user trying to get this higher level account, or someone trying to spam my site with fictitious entries.
Is there a way you can verify that the user is the genuine owner, or what is the best way to discourage people to make fake entries.
My initial thoughts were to charge a certain amount, like 50 euros for these permissions, but I don't want to scare these people from advertising themselves on my site, especially at the early stages when I might not have a huge member base, when i'd be relying on the co-operation of these businesses to boost the site.
There's probably not an obvious answer to this but i'd appreciate feedback either way. 
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