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TripAdvisor Fined In Italy For Fake Reviews

mpicpp writes with news that TripAdvisor, a travel website filled with user-generated reviews, has been hit with a €500,000 ($611,000) fine for "misleading customers" by failing to cull fake reviews from their list. "The regulator complained that people reading TripAdvisor Italy were unable to distinguish between genuine and fake reviews posted on the site. It said both were presented by TripAdvisor as 'authentic and genuine in nature.' Demanding payment of the fine within 30 days, the ICA also accused the travel company of failing to provide proper checks to weed out bogus postings."

54 of 88 comments (clear)

  1. Re:This by Jorgensen · · Score: 4, Funny

    Parent is incorrect! (and in need of a spell checker) Mod parent down! (Let's show them that the moderation system works better than anything Tripadvisor has)

  2. Re:This by ls671 · · Score: 5, Funny

    Very nice post. I enjoyed every part of it. Everything was top notch clean, the personnel was courteous. I highly recommend this post to everybody.

    --
    Everything I write is lies, read between the lines.
  3. According to Italy by Anonymous Coward · · Score: 2, Insightful

    Apparently, yes. Of course, the word is that Italy's court system is a total crock overall, but I have no personal experience to confirm or deny that.
    In the absence of that, making companies liable for "failing to weed out" fake reviews essentially means no more reviews, period. I think I'd rather be able to decide for myself based on the content of the reviews whether I believe them or not, as long as the site isn't actively encouraging fakes and will at least look over and possibly do some minimal investigation into complaints of "fake" reviews when reported.

    1. Re: According to Italy by Anonymous Coward · · Score: 1

      Ye, italian courts are something weird, sigh, but this time they nave some real reasons, i.e. there are fresh reviews of hotels closed years ago. Che Tripadvisor folks could check, at least, this things andà loco the reviews forma these places.

  4. Re:Relying on user reviews is stupid by AK+Marc · · Score: 2

    Reviews should be hidden for A/Cs. A/C's opinion is worth less than a human's.

  5. Devil's Advocate says... by wonkey_monkey · · Score: 4, Insightful

    The regulator complained that people reading TripAdvisor Italy were unable to distinguish between genuine and fake reviews posted on the site.

    So how is TripAdvisor supposed to do it?

    --
    systemd is Roko's Basilisk.
    1. Re:Devil's Advocate says... by Anonymous Coward · · Score: 2, Insightful

      The regulator complained that people reading TripAdvisor Italy were unable to distinguish between genuine and fake reviews posted on the site.

      So how is TripAdvisor supposed to do it?

      With a disclaimer that they take no responsibility for user generated content rather than claiming its genuine. Either that or get the content up to the promised accuracy (that seems impossible though).

    2. Re:Devil's Advocate says... by SeaFox · · Score: 5, Insightful

      Either that or get the content up to the promised accuracy (that seems impossible though).

      No it's not. It's called "secret shopper", a.k.a -- the company pays for their own content by hiring a reviewer who does not tell the establishment he is there to professionally review them and instead poses as a regular customer so he gets no special treatment.

      But in an ever repeating cycle, companies today want to crowdsource (get for free) the content that drives people to visit them. Low investment = low quality. Much like news outlets' quality goes down as they start using user submissions, tips and rumors from social networking, and amateur visuals because they dont' want to pay for professional journalists and cameramen.

    3. Re:Devil's Advocate says... by lastman71 · · Score: 5, Informative

      The regulator complained that people reading TripAdvisor Italy were unable to distinguish between genuine and fake reviews posted on the site.

      So how is TripAdvisor supposed to do it?

      By stopping advertising that every reviews are genuine. The complaint is about false advertisment (the review on our site are all genuine and verified), not about fake review. http://www.agcm.it/stampa/comu... :

      In particolare, TripAdvisor pubblicizza la propria attività mediante claim commerciali che, in maniera particolarmente assertiva, enfatizzano il carattere autentico e genuino delle recensioni, inducendo così i consumatori a ritenere che le informazioni siano sempre attendibili in quanto espressione di reali esperienze turistiche.

    4. Re:Devil's Advocate says... by Anonymous Coward · · Score: 1

      They can do basic IP address checking, to see how many times a given address has left reviews. Many online surveys are gamed when businesses are involved. One project I worked on had over 200 fake +ve reviews coming from a single home address over a period of two eight weeks or thereabouts. Other businesses offered incentives and outright bought survey requests from their customers, then were dumb enough to complete them from their own offices on the corporate network.

      Other cases are that of the local rivals. They create the fake -ve reports, over and over, particularly local eateries of the same kind, e.g. indian cuisine.

      You can also do cookie checking, simply encoding a counter will mean all but the tech savvy person will be caught, or at least flagged for subsequent batch analysis.

      You'll never beat a determined knowledgeable cheat without complete control, which means no public access, but you can catch an awful lot with minimal effort. But that's not what tripadvisor is all about. They desire the fake reviews as it boosts their totals and gives them more leverage to shake-down the businesses.

    5. Re:Devil's Advocate says... by lachlan76 · · Score: 4, Informative
      Looking at the judgement, it seems that the issue was that TripAdvisor claimed repeatedly in their advertising that the reviews were true, genuine, and trustworthy, but that the investigator was able to post blatantly false reviews. From footnote 146,

      A titolo meramente esemplificativo si riporta il testo di alcune di tali recensioni:

      i) “Ci è piaciuto tantissimo!!! Ma non sono sicuro se era questo ristorante o el kebab che è lì vicino. I filtri di TA non funzionano qui si può scrivere qualsiasi cosa”, recensione rilasciata per il ristorante “Combal.zero” di Rivoli e pubblicata in data 6 settembre 2014;

      ii) “I’ve never been here!!! This websites has NO filters so I can say anything about this Restaurant and everyone is going to believe it. Buonanotte”, recensione rilasciata per il ristorante “Osteria francescana” di Modena e pubblicata in data 6 settembre 2014;

      iii) “È senza dubbio il miglior ristorante cinese di Milano. Ottima l’anatra, gran buffet, camerieri gentili. Fantastici filtri sulle recensioni come potete osservare! Cinque palle verdi”, recensione rilasciata per il ristorante “Pomodoro & basilico” di San Mauro Torinese e pubblicata in data 4 settembre 2014.

      [Probably terrible] translation:

      i) We liked it _so_ much! But I'm not sure whether it was this restaurant or the kebab shop nearby. TA's filter doesn't work...here one can write whatever they want

      iii) It is without doubt the best Chinese restaurant in Milan. Excellent duck, big buffet, polite staff. These are fantastic filters of the reviews, as you can see! (note: the restaurant is named "Tomato & Basil" and so clearly not Chinese)

    6. Re:Devil's Advocate says... by Anonymous Coward · · Score: 1

      "secret shopper"

      That would be a different type of site. They could do that additionally, but it costs money. Frankly I would trust these reviews less because review sites are known to strike deals with the listed businesses. I don't agree with abolishing user reviews altogether. I want to be able to tell people about my own experiences with an establishment, and I want to see personal reviews written by real people, not some faceless blurb by a professional writer. As for the fake reviews, I think one can develop some kind of radar over time. Of course it's hard to automatize such a filter.

    7. Re:Devil's Advocate says... by 3.5+stripes · · Score: 1

      Not a terrible translation, you got the intent across.

      --


      He tried to kill me with a forklift!
    8. Re:Devil's Advocate says... by TheRaven64 · · Score: 2

      Does TripAdvisor have any kind of reputation system? I want to see reviews by people that have written other reviews that people have found helpful and confirmed by their own experiences in preference to reviews that someone who just created an account specifically to write a shill review wrote.

      --
      I am TheRaven on Soylent News
    9. Re:Devil's Advocate says... by Anonymous Coward · · Score: 1

      Exactly. Anyone who uses any review site without taking the reviews with a -huge- grain of salt, isn't doing right.

      For any establishment, there are always going to be a certain number of people who are never satisfied. And there may be any number of gushing reviews that are just phoney on their face. The trick is to see where the consensus goes, while giving a bit less weight to the extremes. It also helps to double-check on the reviewers; if they have multiple reviews, see what they are saying about other places to see how objective they are and how much they can be trusted.

      This is always going to be a problem with user-generated content even if the site itself happens to be 100% honest. Thrown in some bias or fraud by the site, and all bets are off- Yelp, you really screwed the pooch on that one, why should anyone ever look at your site again?

    10. Re:Devil's Advocate says... by rmdingler · · Score: 2
      I read that as internet across the first skim through, and other than Strunk and White failure, I nodded in accord with the wisdom.

      It's an age old racket, this rating of companies. Even the Better Business Bureau is funded by annual dues that member businesses pony up. If you fail to pay the freight for a membership, there's an implied air of suspicion when a customer checks for a rating:

      This business is not BBB accredited.

      --
      Happiness in intelligent people is the rarest thing I know.

      Ernest Hemingway

  6. Anonymity on the Internet - Really Necessary? by Anonymous Coward · · Score: 1

    I know the argument about how anonymity is needed on the internet. Not sure it's necessary on places like TripAdvisor. It sucks that freedom of speech isn't respected under dictatorships, but what can be gained from allowing the average North Korean sneaking on to the internet to anonymously review a shitty fleabag hotel in Paraguay?

    1. Re:Anonymity on the Internet - Really Necessary? by TheRaven64 · · Score: 1

      Pseudonymity would be enough. You don't need to know what the identity of the reviewer is, you just need to know what other reviews he or she has written and how accurate those were. Reputation needs to be linked to an identity, but there's no problem with an individual having multiple identities.

      --
      I am TheRaven on Soylent News
  7. Re:WTH iIs the Italian Competition Authority by Luckyo · · Score: 2

    Because said companies fradulently claim these reviews are legitimate.

  8. Re:WTH iIs the Italian Competition Authority by fustakrakich · · Score: 1

    Funny, I never felt compelled to believe them. Let them say what they want. Just take extra cash and some bug spray.

    --
    “He’s not deformed, he’s just drunk!”
  9. Re:Relying on user reviews is stupid by davester666 · · Score: 2

    I guess Yelp doesn't even bother ACK'ing TCP connections from Italy then...

    Their whole business model is to write fake bad reviews for companies and make it hard to see any good reviews unless the company "buys some advertising" from them.

    --
    Sleep your way to a whiter smile...date a dentist!
  10. For crying out loud even TFA says why by Anonymous Coward · · Score: 2, Interesting

    "In one recent case, a hotel in Blackpool, England, fined a guest who posted a bad review..." If that's not a valid argument for anonymity on such sites I don't know what is!

    1. Re:For crying out loud even TFA says why by jklovanc · · Score: 1

      That is an argument for not allowing hotels to slap reviewers. It is a different issue.
      BTW, the Blackpool issue has been resolved by the "fine" being reimbursed and the policy cancelled.

  11. Re:WTH iIs the Italian Competition Authority by Luckyo · · Score: 1

    Take a look at the OP. I know, it's not fashionable, but OP actually contains the exact citation you're asking for.

  12. Re:WTH iIs the Italian Competition Authority by Luckyo · · Score: 2

    That's irrelevant. It's consumer protection agency's job to protect customer against misrepresentation of the service. They are performing their job here.

  13. Re:WTH iIs the Italian Competition Authority by fph+il+quozientatore · · Score: 3, Insightful

    "Because said companies fradulently claim these reviews are legitimate." *citation needed.

    They were not fined because they had fake reviews in the first place; they were fined for fraudolent advertising, because their billboards were like "I haz one bazillion reviews!! And they are totally genuine and authentic from real people!!1!"

    --
    My first program:

    Hell Segmentation fault

  14. Re:WTH iIs the Italian Competition Authority by Anonymous Coward · · Score: 1, Insightful

    You mean TFA? Yeah it mentions an alleged claim by ICA that TripAdvisor supposedly does this, but that's essentially hearsay with no detail at all. Most any reasonable (non Italian?) person would automatically assume that user generated content is generally shown as submitted and know that anyone can submit one, so unless the site actually says something to the effect of "We affirm and verify that all posted reviews are submitted by real customers representing their true experiences" then I call B.S. I still want to know why there's even an Italian Competition Authority in the first place, what it is, and why it should have any "authority" at all. I guess it's a quasi-government entity of some sort? Seems kind of like their equivalent of the US FTC, but more anal and xenophobic.

  15. Re:WTH iIs the Italian Competition Authority by Anonymous Coward · · Score: 1

    And I have never seen reference to any such specific claims nor observed them on any ads or billboards, nor are they in TFA, nor mentioned by anyone here thus far, and I didn't see anything of the sort on a quick glance through the TripAdvisor site either, hence *CITATION NEEDED... get it now?

  16. TripAdvisor Fined In Italy For Fake Reviews by janenichols · · Score: 1

    This is the first review site has faced financial penalties in Europe or the United States for failing to clamp down on potentially false reviews... There is no certainty of information in such sites...

  17. Re:WTH iIs the Italian Competition Authority by Luckyo · · Score: 1

    Consumers can be protected against fradulent services that use consumers rather than sell to consumers.

    There is nothing unusual about it.

  18. Re:This by OneSizeFitsNoone · · Score: 1

    The pizza was gummy, the wine tasted of vinegar, the bread was at least two days old and they even charged 5$ for a bottle of water that was brought on the table already open, maybe refilled of tap water. I definitely do not recommend, please steer clear of vikingpower pizza lest they ruin your trip more than the corrupt police officers who fined your car that was perfectly parked within the free parking lot.

  19. Re:Then....... by OneSizeFitsNoone · · Score: 1

    You surely set a good example of what this New Internet would be like, right Mr. Anony Mouse?

  20. Re:Relying on user reviews is stupid by OneSizeFitsNoone · · Score: 1

    Anyone can write a review.

    As well as a /. comment.

  21. well, yes. Owners don't want to be on TripAdvisor. by Mirar · · Score: 5, Interesting

    Two restaurants I really liked in Berlin, I talked to the owners about TripAdvisor:
    Neither was listed. I wanted to add them and tell others about how nice they were.

    They asked that I didn't put them (back) on TripAdvisor. Apparently people use sites like that to blackmail restaurants into service.

    That's why we can't have anything nice.

    Either TripAdvisor owns up and starts cleaning up false reviews, or it will get completely useless.

    Maybe the "star" rating system needs to go, and only allow reviews. Rate restaurants on how well-written the reviews are, and people can read for themselves. It should make it a lot more work to actually sink a restaurant.

  22. Erm, yeah by cascadingstylesheet · · Score: 3, Interesting

    Without some real world authentication of some sort, every review site is subject to fake reviews.

    Entities have way more incentive to create (fake) reviews (positive for them, negative for competitors) than real customers do to create real ones. I believe its called economics.

  23. Re:WTH iIs the Italian Competition Authority by Luckyo · · Score: 1

    If you're expecting legalese on Italian justice system in a quick article about corporation complaining about local laws, you must have lived under a rock.

    Arm yourself with google and search there. I frankly cannot be bothered to link to LMGTFY.

  24. Re:well, yes. Owners don't want to be on TripAdvis by drinkypoo · · Score: 1

    Two restaurants I really liked in Berlin, I talked to the owners about TripAdvisor:
    Neither was listed. I wanted to add them and tell others about how nice they were.

    I had that experience with a restaurant in Panama City called La Esquina Van Gogh. It was an outstanding, impeccable fine dining establishment just a bit off the main drag which was languishing for lack of business. I tried to add it to TripAdvisor, and they declined to utilize my review. They just blew it off entirely, I presume after soliciting a bribe from the owner.

    --
    "You're right," Fisheye says. "I should have set it on 'whip' or 'chop.'"
  25. Re:So it's because they used a quote in advertisin by 3.5+stripes · · Score: 1

    You're a plonker. They specifically posted reviews themselves, one calling a restaurant named Tomato and Basil "the best chinese restaurant in Milan" . These reviews were neither reviewed nor removed, therfor, there needs to be indication that there is no filtering of the the user posted content (except for bad word filters.. maybe).

     

    --


    He tried to kill me with a forklift!
  26. I live in Italy and... by ctrl-alt-canc · · Score: 1, Informative

    ...my experience with site reviewing restaurants is awful. I use them just as search engines to find a list of restaurants close to my location, then I ask to friends if they visited them. To my experience sites like Tripadvisor are just too much infested by fake reviews, either positive or negative. Among the reviews, last month I found on Tripadvisor a nice gem: a very positive comment about a restaurant very close to where I live. The restaurant was indeed excellent and reasonably cheap, but it was shut down more than two years ago, and the review was posted last month...draw your own conclusions.

    1. Re:I live in Italy and... by Anonymous Coward · · Score: 1

      What conclusion do you draw from this? Who would have an incentive to post a nice review after closure? Sounds more like a technical problem to me.

  27. Re:This by OneSizeFitsNoone · · Score: 1

    corrupt police officers who fined your car that was perfectly parked within the free parking lot

    Because someone put a potentially fake note on your windshield saying "nice car".

    If only Lonely Planet would advice people what Italian policemen mean when they ask you for a cup of coffee. I's all their fault, I think I'm going to sue them.

  28. Re:WTH iIs the Italian Competition Authority by havana9 · · Score: 1

    Leggiti il fottuto articolo. http://www.agcm.it/trasp-statistiche/doc_download/4619-ps9345scorrsanz-omi.html".
    Ci sono tutte le citazioni.

  29. Re:well, yes. Owners don't want to be on TripAdvis by jtwiegand · · Score: 2

    TripAdvisor and platforms like it are almost ransomware. You, a customer, will make a review for an establishment and then they will e-mail that establishment with a notice "Hey you got a 5 star review, wouldn't it be great if someone could see it?" or better yet "Hey you got a 1 star review, (which is up right now for everyone to see) don't you want to respond to it or how about you buy our executive-platinum-double-gold package to manage your review section for only $300 a month?"

  30. GOOD! by 0xG · · Score: 1

    This is a real problem everywhere.
    I have the same doubts about urbanspoon.com which I no longer trust.
    Exacerbated by companies like reputation.com.
    The internet is proving once again to be less than it was cracked up to be.

    --
    A pox on web designers who feel that window.innerWidth == screen.availWidth
  31. Re:WTH iIs the Italian Competition Authority by Anonymous Coward · · Score: 1

    BAH! it's a travel agency! First world problem. It's not like buying a TV that will set your house on fire. Tourists! They suck everywhere, bunch of fucking crybabies all of them. If it was up to me, I'd put them all on a cruise ship and make them eat the tapioca, then charge them extra to use their bathrooms.

  32. Re:This by Anonymous Coward · · Score: 1

    "the bread was at least two days old "

    It's an old italian proverb.

    If you want bread from today, you'll have to come back tomorrow.

  33. Legit reviewing can be done using electronic keys. by master_p · · Score: 1

    Fake reviews can be eliminated by forcing the reviewers to post a key code along with the review.

    The key codes would have been given to the reviewers by the hotel.

    The hotel would have gotten the keys from Trip Advisor.

    Therefore, TripAdvisor can then check if each review is legit or not. Non legit reviews would not contain the appropriate keys, and the keys would be expirable after a month.

  34. They pay for reviews... by ericlondaits · · Score: 1

    Here in Argentina TripAdvisor has a promo where they pay for reviews with frequent flyer miles (https://www.tripadvisor.com.ar/LANPASS). You can review tourist attractions but they pay more for hotels (previously it was a condition that 1 in 4 reviews had to be of a hotel). You can win up to 1500 miles per month, which can add up to a decent amount (in less than a year it'd be a free ticket).

    ... It's OBVIOUS that unless they restrict reviews to hotels you visited (which they don't seem to do) that will attract fake reviews.

    --
    As a Slashdot discussion grows longer, the probability of an analogy involving cars approaches one.
  35. Re:Relying on user reviews is stupid by hairyfeet · · Score: 2

    I still don't get why they haven't been busted for extortion. I mean "Give us money or we wreck the rep of your business by leaving these rotten (and probably fake) reviews up" sounds like a classic case of extortion to me. Replace ad with insurance and its so classic as to be cliche so WTF?

    --
    ACs don't waste your time replying, your posts are never seen by me.
  36. Lived in Italy for 3 years... my perspective by Lt.Hawkins · · Score: 1

    There was a perception (voiced to me by at least one Vineyard owner and one hotel owner) that their competitors were writing bad reviews in an effort to hurt each others businesses. Even in 2010/2011, the vineyard guy was hoping Tripadvisor would be outlawed.

    We laughed and drank our wine, but this article doesn't surprise me in the least.

    --
    -- My Sig is a P228.
  37. Re:Legit reviewing can be done using electronic ke by SuiteSisterMary · · Score: 1

    It also ties a review directly back to the customer in the hotel's database.

    --
    Vintage computer games and RPG books available. Email me if you're interested.
  38. Nah... by Badger+Nadgers · · Score: 1

    It's North Korea making all the fake posts.

  39. Re:Legit reviewing can be done using electronic ke by Solandri · · Score: 1

    Fake reviews can be eliminated by forcing the reviewers to post a key code along with the review.

    So many ways to break this... Someone mad that his morning coffee was cold could lie and say the room was dirty, the bed uncomfortable, the hotel noisy, and the food was bad. Or a restaurant could give out $10 discounts for any customer coming back with proof that they posted a 5 star review (yes I have actually seen a store offering this). All the key codes would do is assure that the review was written by someone who'd actually been there. It doesn't thwart fake reviews.

  40. Re:Relying on user reviews is stupid by davester666 · · Score: 3, Interesting

    A judge ruled that this practice wasn't extortion, but "hard bargaining". Hilarious.

    http://www.businessinsider.com/court-rules-yelp-can-manipulate-reviews-2014-9

    --
    Sleep your way to a whiter smile...date a dentist!