Nothing is 100% reliable.  However, I've found Thatmall to be very reputable.  In one instance a few years back there was an ad that contained the photos of a Playboy playmate (if I remember correctly).  I emailed the site and they took the ad down.  They also sent an apology saying that it was very important for them to maintain their good reputation (again, if I remember correctly).  This is just my experience but maybe someone else had a different one.  Just so you know, over the years I've probably seen about 10 or so women who had ads on this site.

...doing something right to have such longevity.

However, they were never interested in expanding, so they were eclipsed by others like CV.  It's like the Apple Pan; satisfied with one restaurant while Johnny Rockets stole their menu and ran with it.

I read somewhere they require the advertisers to meet with the owner of the site so he/she can see they are the same persons in the picture

I emailed the question to TM staff and they responded today - I wouldn't have thought that, being Sunday - ah, yes, of course, we get wood every day, so the hobby never sleeps.

They knew exactly who I was referring to and it was their photographer at their set/location.

Thanks for all your input!

I have seen many of the women on the site, and found the site very reliable.  Only once did I see a lady who had a new page that didn't look like her pictures.  I emailed, and they took her page down the next day.