In an attempt to stem the continuing problem of “fraudulent reviews”, Mr. Andrew Marane has been appointed new “Director of Content Integrity” on TripAdvisor.
Ex-Navy, Marane worked in law enforcement where in the latter part of his career he worked on organized fraud investigations. He then moved on to the insurance industry before his last move to eCommerce and financial markets.
Marane says of his role in TripAdvisor, “People who try to affect the quality on TripAdvisor never stop thinking of new ways to improve their attempts, so we should continue to improve, also.”
It is revealing that TripAdvisor consistently uses the term “fraudulent” rather than “fake” reviews, suggesting that it is more intent on catching owners trying to game the system rather than malicious guests.
In announcing Marane’s appointment TripAdvisor does not mention any plans to verify that reviewers have used the restaurants and hotels that they review, nor to fact-check the veracity of reviews. Until such measures are taken, the use of marketing phrases like “Real reviews by real people” will continue to be forbidden in the UK market despite its use in the article introducing Marane.