'A complaint about the authenticity of Tripadvisor reviews has been upheld by UK watchdog the Advertising Standards Authority.
The complaint by online reputation specialist KwikChex Ltd centred on the site’s claims of the authenticity and trustworthiness of its reviews.
Tripadvisor had claimed the site featured more than “50 million honest travel reviews and opinions from real travellers around the world”.
But Kwikchex and two other hotels challenged this arguing the site could not guarantee that its reviews were genuine or from real travellers.'
Above excerpts and full story from www.travolution.co.uk