TripAdvisor and the veracity of its 50m reviews is the focus of an investigation by the Advertising Standards Authority in the UK after an official complaint by online reputation management company, which claims to represent more than 2000 hotels and restaurants. The ASA is also looking into TripAdvisor’s use of the word “trust” – as in “World’s Most Trusted Travel Advice”, which replaced its original “Get The Truth Then Go” tagline a few years ago. TripAdvisor will be spun off from Expedia and listed on the stock exchange later this year.

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