TripAdvisor rapped by British advertising watchdog

Feb 01, 2012
Passengers at London's Heathrow airport in 2008. Travel website TripAdvisor was censured by Britain's advertising watchdog on Wednesday and warned that it must not claim that all of its user-generated reviews are from real travellers.

Travel website TripAdvisor was censured by Britain's advertising watchdog on Wednesday and warned that it must not claim that all of its user-generated reviews are from real travellers.

The website carried statements such as "more than 50 million honest travel reviews and opinions from real around the world" and "reviews that you can trust", the Advertising Standards Authority said.

But the upheld complaints that the US-based company -- which claims to be the world's biggest travel site -- did not verify the reviews to the that it could guarantee they were all genuine.

It said that claims that all reviews on the site were from actual travellers were "misleading".

"We told not to claim or imply that all the reviews that appeared on the website were from real travellers, or were honest, real or trusted," it said in a statement.

TripAdvisor said its fraud detection systems were "advanced and highly effective" but that it was "not practical" for them to screen all reviews manually.

A key complaint was made last year by an online reputation management firm called KwikChex.com, which said it had spoken to thousands of hotels claiming to be affected by malicious reviews, the Guardian newspaper reported.

Explore further: Google offers unlimited free storage of photos, videos (Update)

Related Stories

Expedia to spin off TripAdvisor

Apr 08, 2011

Online travel giant Expedia announced plans on Thursday to spin off TripAdvisor into a separate publicly traded company later this year.

US travel site TripAdvisor hits market with thud

Dec 21, 2011

Shares of popular travel ratings website TripAdvisor sank about five percent on their first day trading publicly Wednesday, as US investors remained skittish about new tech listings.

TripAdvisor warns of hotels posting fake reviews

Jul 16, 2009

(AP) -- The hotel review may sound too good - citing obscure details like the type of faucets - or perhaps one stands out as the only negative rating of an otherwise popular location.

Recommended for you

Slow start, gradual improvement for US Internet gambling

May 28, 2015

Internet gambling is off to a slow start in the United States, with banks hesitant to handle credit card payments for online bets and some politicians and casino moguls pushing to ban it, but there remains potential for great ...

User comments : 0

Please sign in to add a comment. Registration is free, and takes less than a minute. Read more

Click here to reset your password.
Sign in to get notified via email when new comments are made.