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英国广告监管机构昨天下达责令，严禁全球最大旅行测评网站TripAdvisor宣称其网站上所有网民发布的评测信息来源于真实的旅行客。
TripAdvisor网站的宣传标语包括，“全球真实旅行客发布的超过五千万条诚实的旅行评测”以及“你可值得信赖的评测”等。英国广告机构裁定，网站并未对所有评测进行认定，因此无法保证所有评测的真实性。
TripAdvisor对此回应道，其虚假信息监测系统是先进而有效的，但是人为排查是不切实际的做法，也无法甄别评论发布人的独立性。
去年一家专门从事商家信誉维护的公司投诉TripAdvisor，该公司称，上千家酒店表示曾经遭遇过恶意攻击。
英国监管机构的这一限令受到了英国酒店服务协会的欢迎。协会发言人表示，英国旅游业内一直对TripAdvisor的有些方面颇有微词。
'Honest' TripAdvisor reviews claim misleading, rules watchdog
http://www.theage.com.au/travel/travel-news/honest-tripadvisor-reviews-claim-misleading-rules-watchdog-20120202-1qu7m.html
The world's largest travel website, TripAdvisor, was censured by Britain's advertising watchdog yesterday and warned that it must not claim that all of its user-generated reviews are from real travellers.
The website carried statements such as "more than 50 million honest travel reviews and opinions from real travellers around the world" and "reviews that you can trust", the Advertising Standards Authority said.
But the watchdog upheld complaints that the US-based company -- which claims to be the world's biggest travel site -- did not verify the reviews to the extent that it could guarantee they were all genuine.
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It said that claims that all reviews on the site were from actual travellers were "misleading".
"We told TripAdvisor not to claim or imply that all the reviews that appeared on the website were from real travellers, or were honest, real or trusted," it said in a statement.
TripAdvisor said its fraud detection systems were "advanced and highly effective" but that it was "not practical" for them to screen all reviews manually and that there was no practical way for it to verify identities owing to its independence from operators.
TripAdvisor said reviewers were asked to sign a declaration that their review was genuine and honest. The ASA concluded that this did not prevent non-genuine reviews from being posted.
A key complaint was made last year by an online reputation management firm called KwikChex.com, which said it had spoken to thousands of hotels claiming to be affected by malicious reviews, the Guardian newspaper reported.
The British Hospitality Association welcomed the ruling.
Spokesman Miles Quest told London's Telegraph: "We agree with the ruling – the industry has had issues with a number of aspects of TripAdvisor.
"We feel that the more people who use the website understand the basis on which the reviews are made, the better."
"Some hoteliers feel some of the reviews leave something to be desired in terms of accuracy and content, and have found it very hard to find redress." |
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