8. A system for formatting a user-generated comment for display on a page of a website, the system comprising: a chain-letter comment module executed by a computer processor, the chain-letter comment module configured for: retrieving the comment from a repository; determining whether the comment includes a programmatically identifiable watermark; responsive to the comment including a programmatically identifiable watermark, adjusting a spam score associated with the comment, the adjusted spam score indicating high likelihood that the comment is a form of spam; and responsive to comment not including a programmatically identifiable watermark: determining whether the comment is a form of spam; responsive to the comment being spam, adding a programmatically identifiable watermark to the comment; and formatting the comment with the programmatically identifiable watermark for display on the page.
14. The system of claim 8 , wherein the chain-letter comment module for determining whether the comment is a form of spam is further configured for: evaluating a spam score associated with the comment as above a threshold.