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TripAdvisor in Dishonest Reviews Claim

Advertising watchdogs have levelled criticism at the popular travel website TripAdvisor, suggesting that some of the customer reviews published on the site are not totally honest.

Review espionage (where bad reviews are published by competitors or vested parties) has become an increasingly difficult area to police for both search engines and website publishers.

The Guardian reports:

The Advertising Standards Authority (ASA) said it was possible that "non-genuine" reviews could be carried on the site.

TripAdvisor bills itself as the largest travel community in the world with more than 50 million unique visitors every month and more than 60m reviews and opinions.

But some hoteliers and others in the hospitality trade claim the site is open to abuse, for example from rivals keen to attack an establishment's reputation.

Handling and managing negative reviews online is now an area of great concern for digital media concious business owners. Malicious or fabricated reviews by competitors are currently regarded as an area of great weakness that search engines and website owners have yet to get grips with in terms of identifying and, ultimately, eradicating.

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