TripAdvisor is facing a probe by the Advertising Standards Agency (ASA) following complaints from thousands of hoteliers and restaurateurs that its reviews are made up, according to reports.

TripAdvisor, which features over 45 million reviews of hotels, attractions and restaurants, which are written by travellers and holidaymakers is a hit with 50 million consumers - who use the website to decide which hotels offer the best accommodation.

TripAdvisor claims to offer “trusted advice from real travellers and a wide variety of travel choices and planning features with seamless links to booking tools.”

However, according to reports, Kwikchex.com has received numerous complaints and claims that reviews on the site were ‘fake or defamatory.’

As a result, the ASA has launched a formal investigation into the case, which look into the positive and negative comments posted on TripAdvisor, as well as considering the issue of ‘trust’ and is
considering whether this is a misleading term.

Commenting on the investigation, Chris Emmins, the cofounder of KwikChex.com, said: “KwikChex.com believes that such an evaluation is vital because evidence of epidemic levels of abuse, flaws and distortion are being rebutted at present only with standard statements from TripAdvisor repeating clams of diligence and trustworthiness - and the public need to weigh the evidence properly.”

A spokesperson for TripAdvisor revealed: “Tripadvisor does not comment on current or potential regulatory investigations or litigation.”