FTC's rule banning fake online reviews goes into effect

Good intentions by FTC. Unfortunately nearly impossible to enforce. It's almost like FTC banning junk/spam emails. Maybe I'm misunderstanding how this will be enforced and some big players will end up paying large fines. I think Amazon has to get their poop together and fix the comingling product reviews and other ways through their sieve that make this behavior rampant.

How is it impossible to enforce?

Bunch of people report Amazon as being rife with fake reviews. FTC puts together some sort of working group that does some research to figure out if it's true. If it's true, they reach out to Amazon telling them to fix it after handing them a fine. After a while, they verify that Amazon implemented sufficient safe-guards against fake reviews.

Sure, it wouldn't get rid of all fake reviews, but surely it'd be better than the current approach of doing absolutely nothing, no?

How can you enforce people giving fake reviews for things they bought? Bring the review police? How can you prove they're given free products to review them positively? Don't get me wrong, I wish online reviews weren't utterly broken but it seems like business wants it this way. I certainly hope this will get fixed and not jump to the next loophole.