ASA to investigate TripAdvisor advertising
It has been revealed that the Advertising Standards Authority (ASA) is investigating TripAdvisor after a complaint challenged if adverts stating that reviews are genuine and trustworthy can be substantiated.
The complaint was made by KwikChex Ltd, the reputation management consultancy.
The ASA confirmed that it is launching an investigation following KwikChek challenging whether claims by TripAdvisor on their website, that user reviews were genuine and could be trusted, were misleading and could be substantiated.
The body said that once the investigation is complete, an adjudication will be published in full on the website.
KwikChex said: "The Advertisng Standards Authority have written to KwikChex, confirming that they have considered the issues raised regarding TripAdvisor - and have decided to deal with it under their formal investigations procedure. TripAdvisor will be asked to respond and provide evidence to support their own position.
"This is one of a number of actions being taken by KwikChex and their members in different countries, with the intention of effectively challenging the claimed trustworthiness of the TripAdvisor site. The objectives are to have an impartial examination of the degree of abuse taking place - and what is actually being done to stop it.
"KwikChex believes that such an evaluation is vital because evidence of epidemic levels of abuse, flaws and distortion are being rebutted at present only with standard statements from TripAdvisor repeating clams of diligence and trustworthiness - and the public need to weigh the evidence properly."