` ` ' you can trust '' claim is misleading , UK ad regulator says . TripAdvisor has integrated marketing messaging on its site . The ASA 's decision affects only TripAdvisor 's operations in the United Kingdom , where the company has been under pressure from businesses that say some of the site 's reviews are fake or defamatory . Growing number of user reviews indicates trust , company says .
` ` ' you can trust '' claim is misleading , UK ad regulator says . TripAdvisor has integrated marketing messaging on its site . Growing number of user reviews indicates trust , company says .