page_title: Tripadvisor
section_title: Breaches of Advertising Standards
hierarchical_section_title: Tripadvisor / Controversies / Criticism of reviews / Breaches of Advertising Standards
caption_attribution_description: Stoisko portalu tripadvisor podczas ITB Berlin 2014.
context_page_description: Tripadvisor, Inc. is an American online travel company that operates a website and mobile app with user-generated content and a comparison shopping website. It also offers online hotel reservations and bookings for transportation, lodging, travel experiences, and restaurants. Its headquarters are in Needham, Massachusetts.
context_section_description: In September 2011, after receiving a complaint submitted by online investigations company KwikChex, the UK Advertising Standards Authority (ASA) launched a formal investigation into TripAdvisor's claims to provide trustworthy and honest reviews from travelers. The ASA found that TripAdvisor "should not claim or imply that all its reviews were from real travellers, or were honest, real or trusted", and as a result of the investigation, TripAdvisor was ordered to remove the slogan "reviews you can trust" from its UK web site. It changed its hotel review section slogan to "reviews from our community". TripAdvisor said the branding change had been planned for some time and that changes began in June 2011, before the ASA investigation. ASA commented that "it was concerned that consumers might be fooled by fraudulent posts since the entries could be made without any form of verification", but recognized that TripAdvisor used "advanced and highly effective fraud systems" in an attempt to identify and remove fake content.
  Approximately 30 hotels have been penalized on the website by the company for suspicious reviews, including a Cornwall hotel that bribed guests to leave positive reviews of the hotel.
  Tripadvisor has stated that reviews are subject to a verification process which considers the IP address and email address of the author, and tries to detect any suspicious patterns or obscene or abusive language. The website also allows the community of users to report suspicious content, which is then assessed by TripAdvisor staff.
caption: TripAdvisor booth at ITB Berlin, 2014
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