The company behind a legal challenge to TripAdvisor over alleged defamatory reviews says scope for the action will include more than just property owners.
Kwikchex says the number of organisations applying to join the group now stands at 800 following its launch nearly one month ago.
Once again the company appears to have pushed back formally approaching TripAdvisor with its dossier of the most serious cases, claiming it is seeking further legal counsel next week.
But CEO Chris Emmins says the group now includes holiday rental owners, other travel companies and tourist attractions, extending the remit beyond just hotel and bed and breakfast owners.
He also confirms the three types of cases that will be brought before TripAdvisor:
- Cases based on TripAdvisor allegedly being responsible for misrepresenting standards/quality of businesses that its systems have singled out.
- Cases where serious allegations have been made that have been supposedly supported by TripAdvisor by means of a pop-up stating: "This review was written by a trusted member of the TripAdvisor community". Kwikchex claims this is an endorsement.
- Court action to disclose information on identities of posters making defamatory comments.
Last week Emmins revealed going after the sources of allegedly defamatory comments would become part of the wider action, claiming there is “plenty of legal precedent in this now, particularly in the US” and a number of incidents could be put in front of courts to force disclosure.
TripAdvisor has consistently refused to discuss the issue, saying it will not comment on “threatened or pending litigation”.