Reevoo, the consumer goods review specialist, has received a thumbs up from Government for creating a manifesto guaranteeing the authenticity of its reviews.
The move comes ahead of Reevoo's plans to launch into the travel space within six months.
The aim of the manifesto is reassure consumers and protect them from fake, paid for and selectively displayed content.
Reevoo says it is already reaching out to partners in the travel sector and says the manifesto will enable travel companies, with review content on their websites, to eliminate the problem of fake reviews.
Co-founder and chief executive Richard Anson said there was demand from the travel industry because of the frustration around authenticity of reviews.
"One of the important aspects is to ensure we are always collecting reviews from verified post purchasers, people who have stayed in the hotel or visited the destination. As a business we're committed to being impartial and independent and to publishing reviews good or bad."
He also said Reevoo had just signed its first travel partner.
The Reevoo Mark, as it will be known, is also to protect partners from any damage to reputation caused by accusations of fake and misleading reviews.
The travel review space has been plagued by accusations of fake reviews and foul play in recent months with an ASA investigation into Tripadvisor over untrustworthy reviews launched earlier this month.
The Reevoo Mark includes guarantees that all reviews are genuine and claims to be compliant with recent Advertising Standards Authority guidelines on user-generated content.
The manifesto has the support of Government with consumer minister Ed Davey welcoming the initiative, saying:
"In the Government's consumer empowerment strategy, we highlighted the importance of feedback and review schemes. Where the methods used in publishing reviews are robust, transparent and trustworthy, they help consumers make decisions, and this in turn leads to businesses improving their goods and services."
Research from Reevoo earlier this year showed 38% of online consumers are unsure about who writes reviews and whether they can be trusted and 35% are concerned positive reviews are paid for.