A few years ago the Advertising Standards Authority (‘ASA’) ruled that TripAdvisor’s claim their reviews were genuine were infact misleading because the origin of reviews could not be substantiated https://www.asa.org.uk/ASA-action/Adjudications/2012/2/TripAdvisor-LLC/SHP_ADJ_166867.aspx was further highlighted in today’s Independent on Sunday’s story which highlights the absurd nature of the review business.
It does beggar belief that these websites do not comply with the codes as referred to by the Competition Markets Authority here
The bottom line for a website review service is that they need to be accurate and honest with consumers and comply with the codes. If not dont expect your customers to believe a word you say. After all if an Italian newspaper can make up an entire restaurant and get it to the top of Trip Advisor, can you believe anything at all?