Edelman takes swipe at Advertising Standards Authority on TripAdvisor ruling

TripAdvisor's PR consultancy claims travel website's verified measuring is 'best in breed'.

Scott Thomson: strong defence
Scott Thomson: strong defence

TripAdvisor's PR agency Edelman has issued a startling broadside against the Advertising Standards Authority's ruling against its client, dubbing the body 'out of touch'.

Scott Thomson, deputy MD of the agency's UK corporate and financial practice, spoke out as his client launched a strong defence of its procedures following the ruling by the ASA. He suggested that the ASA had been used by firms looking to promote their own interests.

'The ASA has been used as a mechanism by people with clear commercial interests who claim to have the interests of hoteliers at heart,' he said. 'The ASA took this opportunity to flex its muscles and show some teeth.' Thomson added that the ruling set a 'potentially damaging precedent' for tampering with user-generated content.

Thomson described the verifying measures put in place by TripAdvisor as 'best in breed'.

TripAdvisor spokeswoman Emma Shaw said the ASA was 'unrealistic' in its expectation that the site could state with 100 per cent certainty that all reviews were genuine.

'No system, verified or not, could provide this,' she said, adding that the two statements affected by the ruling had been changed and that the ruling 'has no material impact on our business.'

Also read: Danny Rogers: TripAdvisor needs to trade on trust

And: TripAdvisor under the spotlight after Advertising Standards Authority ruling

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.