TripAdvisor’s ‘reviews you can trust’ claims barred by ASA

Credits: Campaign By: Loulla-Mae Eleftheriou-Smith,

'The advertising watchdog has told TripAdvisor, the travel reviews site, it can no longer claim or imply that all the reviews on its site are from "real travellers" or are "honest", "real" or "trusted".

The Advertising Standards Authority looked into three complaints, one from online reputation management company KwikChex and two from hotels, about a number of claims viewed on TripAdvisor's website in July last year.

The claims included the phrases "read real reviews from real travellers", "TripAdvisor offers trusted advice from real travellers", "reviews you can trust" and "more than 50 million honest travel reviews and opinions from travellers around the world".

KwikChex complained that TripAdvisor does not verify the reviews on its site, which means it cannot verify whether the reviews are genuinely from real travellers or not.'

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