TripAdvisor Bad Reviews is under investication by the Advertising Standards Agency
TripAdvisor has removed the slogan ‘reviews you can trust’ from its website, replacing it with the phrase 'reviews from our community'.
The website is currently being investigated by the Advertising Standards Agency (ASA) over allegations that fake reviews have been posted on the site.
The investigation focusses on the 'trustworthiness' of the reviews, after an online reputation management company alleged the claims that posts were by 'real travellers' could not be proven,
Up to 2,000 hoteliers had approached KwikChex.com after they felt they had been unfairly represented online.
The company believes that between five million and 10 million TripAdvisor reviews could be fake and said the claims by the site were misleading.
More than 45 million consumers use TripAdvisor each month to help them choose hotels
It also alleged that the website does not authenticate its reviews or verify its users and refuses to remove fraudulent posts, even when it has been proven they make false accusations.
Hoteliers will be taking further action against them.
