The world’s largest travel site TripAdvisor has been ordered to re-write some of its marketing claims by the UK’s Advertising Standards Authority (ASA).

The site, which enables travellers to gather info and post reviews and opinions, has also removed the word ‘trust’ from its homepage following complaints by hotels that the site had said that its holiday reviews could be ‘trusted.’

The ASA backed this, expressing concern that fraudulent posts might fool consumers since the entries could be made without any form of verification.

The ruling will no doubt be welcomed by hundreds of hoteliers, B&B and restaurant owners across north Wales and the north west; some of whom say their businesses have been adversely affected by anonymous, negative reviews.

One hotelier complained that bookings at his hotel had virtually stopped following negative comments made repeatedly on TripAdvisor by a former customer.

“We bent over backwards for this customer during their entire stay yet they have continued to post dreadful comments which has had a terrible effect on our business and our health.”