Britain's advertising watchdog has launched a formal investigation into travel review website TripAdvisor after complaints that some of its reviews are made up or defamatory.
The Advertising Standards Agency (ASA) has decided to investigate after more than 2,000 hotel and restaurant owners approached a company called KwikChex.com, claiming that some reviews, purportedly written by travellers, were either fake or defamatory.
KwikChex.com, which helps companies manage their online reputations, approached the advertising watchdog. An ASA spokesman confirmed that an investigation is underway.
KwikChex.com co-founder Chris Emmins said that he is also mounting a civil action in the United States on behalf of hotel and restaurant owners, and has submitted a formal complaint to the Federal Trade Commission, the US equivalent of the ASA.
A TripAdvisor spokesperson said the company does not comment on "current or potential regulatory investigations or litigation". The Daily Telegraph
The Advertising Standards Agency (ASA) has decided to investigate after more than 2,000 hotel and restaurant owners approached a company called KwikChex.com, claiming that some reviews, purportedly written by travellers, were either fake or defamatory.
KwikChex.com, which helps companies manage their online reputations, approached the advertising watchdog. An ASA spokesman confirmed that an investigation is underway.
KwikChex.com co-founder Chris Emmins said that he is also mounting a civil action in the United States on behalf of hotel and restaurant owners, and has submitted a formal complaint to the Federal Trade Commission, the US equivalent of the ASA.
A TripAdvisor spokesperson said the company does not comment on "current or potential regulatory investigations or litigation". The Daily Telegraph
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