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Fake reviews have always been a problem for businesses. These reviews are often made with malicious intentions, that is, to ruin the credibility of a company. Despite efforts by most websites to keep out fake reviews, this dirty tactic is still rampant and even major websites such as TripAdvisor have been reported for containing false reviews from their users. TripAdvisor.com is a travel website with majority of its content supplied by its users regarding travel information and advice. TripAdvisor was recently on the spotlight following a rise in the number of business owners criticizing the inability of the website to keep track of fake reviews. TripAdvisor false reviews have mainly affected owners of hotels, inns, and restaurants.

 The Ethical Aspect

TripAdvisor false reviews can greatly affect businesses in the travel industry especially hotels, inns, and restaurants. Negative reviews that aren’t from authentic customers can convince unsuspecting potential customers to stay away from a particular hotel or restaurant after reading a bad comment about it. The practice of hiring someone to pose as a real customer then advertising a place, product, or service (also known as shilling) is obviously unethical as it does not only mislead consumers but also affects the companies involved. The company with fake positive reviews will get to enjoy a boost in their number of customers but those affected by the fake negative reviews will suffer and may eventually lose their business.

 The Legal Aspect

TripAdvisor fake reviews are not only unethical but may be illegal as well. Depending on the jurisdiction of a particular area, writing fake reviews about your own company and other companies as well will make you answerable to the law. A good example of this is the case of Lifestyle Lift, a cosmetic surgery company based in Michigan charged with “astroturfing” after they were found to have fake customer reviews written by their own employees. As a result of their actions, Lifestyle Lift was made to pay a $300,000 fine. Fake reviews are very common but it is rare to actually catch the companies who are behind it. Small businesses in particular suffer more from these negative fake reviews as they often do not have the financial means to pursue a case in court and a couple of bad reviews is all it takes to take their business down.

 Is TripAdvisor Responsible?

Although TripAdvisor is actually exempted from any liability from the fake reviews posted on their website, they are still a review website that needs to maintain its standards and credibility in the travel industry. Under Section 230 of the Communications Decency Act, TripAdvisor and other similar websites are only third party re-publishers of the content posted by its users. The website itself is not liable for any damage but the user is if the content is found to violate a law. In the case of fake reviews, it can be considered as defamation since the content is meant to ruin the reputation of a business and isn’t true. TripAdvisor has since then put up a customer support line where business owners who believe that they have TripAdvisor fake reviews can file a complaint.

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