TripAdvisor founder defends company after ASA ruling But there is a broader question here about the integrity of user-created content and we feel that this is something we must absolutely, and passionately, defend. Sites like ours have grown because we've filled a gap that was previously occupied only by glossy brochures or the odd critic's review. Now, people can actually tap into the wisdom of the masses to get a more accurate picture of what a place is really like. Instead of reading one review, you can read hundreds. You can see photos taken by real visitors, you can read responses provided by the hotel, and you can take a look at the profiles of reviewers. Our visitors use their own common sense to make informed decisions about whether a property is right for them. Of course, there are a small number who try to post false reviews. We target, catch and penalise those that do. But no site could guarantee that every single contribution is 100% accurate. Indeed, this would be true of any organisation, online or otherwise, verified or not, taking views from consumers. In reality, the impact of these attempts is negligible because they are drowned out by the vast majority of genuine voices that make up our community. When given the platform, people will take the time to share their experiences for the benefit of others. And we know that people generally want to be positive, our average rating is four out of five, a testament to both our community and the industry. We think that is something to be celebrated, not regarded with suspicion.