The well known global travel website TripAdvisor has been given a shake up by the Advertising Standards Authority (ASA) due to claims of reviews being “Reviews you can trust”, “read reviews from real travellers” and “More than 50 million honest travel reviews and opinions from real travellers around the world”.
A number of complaints have been made from website users claiming that TripAdvisor use misleading statements which claim they could be certain of the reviews however it was understood that TripAdvisor did not verify reviews and therefore could not prove they were from genuine real travellers, according to news.com.au
TripAdvisor has responded by assuring users of the service that they use a highly effective, advanced fraud detection system and dedicated resources to minimize any non-genuine content, however it was not practical to screen each review manually.
TripAdvisor have now been strongly advised not to claim or imply that all the reviews that appeared on the website were from real travellers, or were honest, real or trusted.
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