TripAdvisor rapped over 'trust' claims

TripAdvisor has been ordered to rewrite some of its marketing claims by the UK's Advertising Standards Authority.

The ruling follows complaints by hotels that the site had said that its holiday reviews could be "trusted".

The ASA said it was concerned that consumers might be fooled by fraudulent posts since the entries could be made "without any form of verification".

The ASA said that its remit only extended to claims targeted at a UK audience, so it would not be pursuing changes at the dot com site.

Thomas Laranjo from TotalMedia says there is a possibility the ruling may reduce trust in the site.