(This is for the United Kingdom Tripadvisor site only. This is a major problem with online reviews shown on travel sites, and other sites that use consumer submitted reviews. TB)
Tripadvisor, the travel review website, has been banned from claiming that all of its hotel and restaurant reviews are real.It follows complaints that some unscrupulous hoteliers have posted fake comments on the site to boost their own business or sabotage others. Following a four month investigation, the Advertising Standards Authority found that it was possible for “non-genuine content” to appear on Tripadvisor, which is designed to allow holidaymakers to share tips and opinions on places they have visited.
The advertising watchdog said that because reviews can be posted on the site without any form of verification, Tripadvisor must no longer claim that all of its reviews are honest, or even from real people.
via www.telegraph.co.uk