By Marcus Leach

Holiday website TripAdvisor have been ordered, by the Advertising Standards Authority (ASA), to rewrite parts of its marketing claims.

The ASA ruling was made following complaints that its holiday reviews could be 'trusted', after it was discovered that entries could be made without any form of verification.

Due to this the ASA said it was concerned that consumers might be fooled by fraudulent posts.

"This should be regarded as a benchmark ruling which applies to all web sites which make claims about the reliability of their user-created content," the ASA's spokesman Matthew Wilson told the BBC.

TripAdvisor described the ruling as a "highly technical view" of "copy that was used in a limited capacity".

"We have confidence that the 50 million users who come to our site every month trust the reviews they read on TripAdvisor, which is why they keep coming back to us in increasingly larger numbers to plan and have the perfect trip," TripAdvisor said in a statement.

Join us on
Follow @freshbusiness