"As ‘thousands’ of fake hotel reviews prompt a warning to travellers, we examine the facts and urge holidaymakers to exercise caution when using TripAdvisor.com"
“Corruption of information and abuses of the site are growing,” Mr Emmins (KwikChex Co-Founder) says. “We have studied TripAdvisor for eight months, evaluating almost every aspect of its systems. We have found that manipulation of TripAdvisor’s systems to detect fraud is extremely easy and that the regular claims by the company of ‘effective filtering and diligence’ are not reflected in many test results we have carried out.”
Plus the article features a case study of KwikChex member - The Cock & Bull pub in Balmedie.
Above excerpts and full article on The Times: www.thetimes.co.uk (you will need to join and pay a small fee to access Times articles online)