Hospitality Career E-Mag: Investigation launched into TripAdvisor following claims up to 10 million reviews are fake

The move comes after researchers claim to have developed a formula that can identify false reviews on the website with up to 90 per cent accuracy.

The investigation was launched into TripAdvisor by the UK's Advertising Standards Authority following allegations that millions of reviews on the site were fake.

The ASA decided to open a formal investigation into the company after receiving a complaint that fake and misleading reviews had reached "epidemic levels," The Times in London reported.

TripAdvisor claims to provide "honest travel reviews and opinions from real travellers around the world" and receives 45 million visitors every month.

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