In the same month that an official investigation into TripAdvisor by the Advertising Standards Authority (ASA) was announced, the travel review website has changed its slogan.
The phrase “review you can trust” has disappeared from UK hotel listings and has been replaced with “reviews from our community”.
The use of the phrase “reviews you can trust” is pivotal in the complaint case brought to ASA by online reputation management company KwikChex. The company is representing a group of 2000 hoteliers concerned about the veracity and trustworthiness of the reviews posted on TripAdvisor. They allege that many of the reviews are misleading and in some cases fraudulent.
However, removal of the slogan has not dented KwikChex’s spirits! They have since announced the discovery of further evidence that will add weight to the ASA investigation.
TripAdvisor Stands By “Trust”
TripAdvisor claims that the slogan changes were carried out between June and August – shortly before the investigation was announced. The website continues to use the original slogan on hotel listings in other countries.
The website also continues to carry other statements that allude to the trustworthiness of the reviews including “more than 50 million honest travel reviews and opinions from real travellers around the world”.
The ASA investigation continues.