How easy is it to rig sites like TripAdvisor?
TripAdvisor needs to take a look at its reviews process, since it seems it can be too easily manipulated.
The problem has come to light in New Zealand after a motel keeper in the Bay of Plenty town of Katikati took issue with comments published online by a disgruntled customer. Motel keepers say "malicious" online reviews are a growing problem, as customers are increasingly use threats to seek refunds or free upgrades.
However, this isn't the only problem with TripAdvisor reviews. There are also those who say accommodation providers can manipulate the reviews themselves by getting family and friends to make false positive reviews. And it appears to be a global problem. This month, advertising authorities in the UK told TripAdvisor it could no longer make claims about the truthfulness of the comments made on its website as it could not verify them.
