TripAdvisor faces ASA investigation after review complaints
TripAdvisor? FibAdvisor more like. See, thousands of hotels are claiming that the travel website isn't checking its reviews, leaving up articles that are misleading or defamatory.
As such, they're being investigated by advertising watchdog ASA after receiving a complaint from KwikChex.com on behalf of thousands of hotels that is essentially saying that reviews aren't above board.
KwikChex.com - a company that helps companies manage their online reputations - has been gunning for TripAdvisor for a while over fake reviews, and now the ASA have launched a formal investigation into the very thing that underpins its business.
The company claims that, with them, "you'll find real hotel reviews you can trust". If this transpires to not be the case, they're in trouble.
Kwikchex's complaint is that TripAdvisor are not verify any of the 50m reviews, and the travel company will have to somehow prove that the reviews are the real deal to the ASA. No easy task.
As a consumer, you have to take customer reviews with a pinch of salt anyway, so could this be the first in a line of companies suing sites for the reviews of non-paid customers?