ASA to investigate TripAdvisor
The Advertising Standards Authority (ASA) has launched an investigation into TripAdvisor following growing criticism of its failure to monitor fake comments posted online.
A formal ASA inquiry was opened after a complaint that ‘abuse, flaws and distortion’ on the TripAdvisor website had reached ‘epidemic levels’.
The Advertising Standards Authority has confirmed it is investigating TripAdvisor for alleged untrustworthy, malicious and fake reviews. The investigation follows an official complaint from Kwikchex , the reputation management consultancy which has spent the past year collecting information on behalf of hotels that have been on the receiving end of defamatory and false reviews on TripAdvisor.
The ASA says the investigation is warranted under its remit to check the veracity of TripAdvisor’s marketing claims to publish “unbiased and genuine reviews from real travellers” on its site.
KwikChex believes that if TripAdvisor is found to be in breach of the ASA code then it could be forced to verify reviews. However, in my opinion it could lead to no more than the withdrawal of certain of TripAdvisors dubious and unsubstantiated claims for the veracity and trustworthiness of its reviews, possibly no more than minor tweaks to the current wording.