Following a huge number of complaints by hotels that the travel website did not check its reviews and many of them were misleading, fake or defamatory, TripAdvisor is to be investigated by the Advertising Standards Authority (ASA). Under its remit the ASA cannot investigate the veracity of the reviews, but TripAdvisor will be forced to offer evidence to prove that its reviews are real and fair or the claims on its website will be deemed to be misleading and have to be removed.Source: guardian.co.uk of Sep. 2, 2011; find article here>>.
