Trip Advisor, bad reviews and dont believe what you read!

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.

http://i100.independent.co.uk/article/conclusive-proof-that-you-shouldnt-believe-everything-you-read-on-review-websites–WygxyZFk_Me

It does beggar belief that these websites do not comply with the codes as referred to by the Competition Markets Authority here

https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/436179/online_reviews_60_second_summary.pdf

and here

https://www.gov.uk/government/publications/online-reviews-and-endorsements-advice-for-businesses/online-reviews-giving-consumers-the-full-picture

and here

https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/436181/online_endorsements_60_second_summary.pdf

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?

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