TripAdvisor Barred from Claiming Reviews are Honest, Real


TripAdvisor Barred from Claiming Reviews are Honest, Real

Hotelmarketing’s web site  broke news saying that a UK advertising “watchdog” ruled that since  TripAdvisor’s reviews can be posted with no form of verification, TripAdvisor “must no longer claim all of its reviews are honest or from real people.”

What can this possibly mean to a company whose entire reason for existence is based on reviews?

James Hall, Consumer Affairs editor at the Telegraph  noted that the language the UK’s Advertising Standards Authority used was very strong, telling TripAdvisor, “not to claim or imply all the reviews on the website were from real travelers, or were honest, real or trusted.”

While the ruling “only” applies to TripAdvisor’s UK site, the implications for the company are enormous, likely resulting in other investigations, and certainly a loss of confidence in reviews in general and TripAdvisor’s in particular.

In defense, a TripAdvisor spokesperson said that an average traveler reads dozens of reviews before making a travel decision and that they “have confidence that the 50 million users who come to the site have confidence in the site which is why they keep coming back.”

TripAdvisor’s problems were triggered lsat year by reputation firm, Kwikchex  and co-founder Chris Emmins, reports Tnooz. But, the site says, other rulings questioning the use of unverified testimonials in advertising will have broader implications and constitutes a very slippery slope.

For now, TripAdvisor is hitting back, hard. But the damage may be too much to contain, especially give the prevalence of fraudulent reviews across the board.

Share

About these ads

About New Media Travel

New Media Travel (NMT) produces sound-rich, 1 minute Travel Video PostCards transporting visitors instantly to a destination; timely travel blogs on travel trends posted to major web sites like Travel Weekly, Technorati, familytravelforum.com, and Audio PostCards. NMT provides Social Media services like Foursquare lead generation, etc Kaleel.tvp@gmail.com
This entry was posted in Travel News, Travel Professionals, Travel Tips, Travel Trends and tagged , , , , , . Bookmark the permalink.

One Response to TripAdvisor Barred from Claiming Reviews are Honest, Real

  1. TripAdvisor’s reviews can be posted with no form of verification, TripAdvisor “must no longer claim all of its reviews are honest or from real people.”
    ________
    jenni
    Cheap All Inclusive Holdays

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s