There is a difference between a forum member recommending an establishment - of whatever variety, to other forum members - and 'in your face' advertising from those who appear to have more than a vested interest in a place.
If a place is good - sooner or later it will get discussed on the forum, and in the meantime if people wanna put the word out about their own establishment, I'm sure Admin would be only too pleased to talk to them about advertising rates
I, for one dont want someone telling me that this place or that place has the best burgers or whatever else they are pushing - its up to me to decide that - and if a place is recommended by another member, then that would make me want to try it - not someone stating that 'my burgers are the best' and the others are crap ! (for example)
Its not hard to grasp is it ?