TripAdvisor, which is currently being investigated by the Advertising Standards Agency (ASA) in the UK over allegations that fake reviews have been posted on the site, has reportedly removed the slogan `reviews you can trust’ from its hotel listings.

Published: 15 Sep 2011

TripAdvisor, which is currently being investigated by the Advertising Standards Agency (ASA) in the UK over allegations that fake reviews have been posted on the site, has reportedly removed the slogan `reviews you can trust’ from its hotel listings.

The company has replaced the same with the phrase `reviews from our community’ on the hotels section of its website. However, the slogan, removed from the hotel listings, still appears on reviews for other businesses, including restaurants and attractions.

TripAdvisor says the move is unrelated to an ongoing investigation by the ASA.

Emma O'Boyle, a spokesperson for TripAdvisor, told the UK’s Daily Mail: “The “reviews from our community”, which is now visible on the hotel pages, is part of our evolving communication efforts, this time highlighting our commitment to our all-important community. The description of TripAdvisor as a trustworthy source of travel advice and information remains used in other parts of the site, and by example you’ll still see this wording on the homepage.”

She added: “This evolution was carried out across all domains gradually from June to August this year, first appearing in the UK on June 27, 2011.”