TripAdvisor has urged hotels and travel businesses listed on its website to report if they’ve been approached by fake review companies following a landmark prosecution.
CEO Steve Kaufer has written to all businesses this week following the ‘landmark development’ in TripAdvisor’s ‘continued fight against review fraud’.
Earlier this year, the owner of an illegal business that was selling fake reviews in Italy was sentenced to nine months in prison and fined around €8,000 in costs and damages.
TripAdvisor said it was the first time it has seen the laws being enforced to the point of securing a criminal conviction.
"We’re proud to have supported the prosecution of this illegal business by sharing evidence from our in-house fraud team, and through support from our Italian legal counsel," Kaufer said in an email to businesses listed on the site.
"You’ve kept your eyes open, you’ve reported suspicious activity – and since 2015, our fraud investigations have stopped the activities of more than 60 paid review companies worldwide with your help.
"This is an issue we all face as an industry, and we can do even more together. "
TripAdvisor now adds a red badge on TripAdvisor listings where it has noticed suspicious activity.
