ASA rules that TripAdvisor advert focusing on trust was misleading

The Advertising Standards Authority (ASA) has ruled that a TripAdvisor claim on its website was misleading. The website claimed that reviews posted on the site were from genuine travellers that were honest, real and could be trusted.

The ASA noted in its ruling that TripAdvisor did not verify reviews placed on the website, so the claim that the reviews were from “genuine travellers” could not be made as TripAdvisor could not prove who had placed the reviews. The ASA ruled that the claims breached the CAP Code and should not be repeated.

The CAP Code is the code of practice that seeks to ensure that adverts are not misleading. Although the CAP Code does not have legal force, it is best practice to comply with it, as failure to do so can result in bad publicity and ultimately an inability to obtain advertising space.