Fighting talk from TripAdvisor as it launches a direct attack on Kwikchex in probably its strongest statement to date around its perceived light-touch stance over alleged fake reviews.
UK-based Kwikchex has attempted to be a thorn in the side of the user review giant ever since launching what it claimed would be a legal action against TripAdvisor in the summer of 2010.
However, more than 18 months since the battle between the two commenced and with TripAdvisor until now defending its position in general terms, it has reacted angrily to recent moves by Kwikchex.
According to TripAdvisor, the reputation management firm has its own "clear commercial interests in undermining confidence in open user-generated platforms."
It goes on to say:
"It therefore comes as no surprise that the criteria set out entirely favours the company publishing it and the related services the company provides. "
The statement comes in response to latest moves from Kwikchex to introduce a scheme to rate review sites. The company says it is also making a submission to the Securities & Exchange Commission raising concerns over TripAdvisor's ability to authenticate reviews.
While in the past TripAdvisor has defended itself and its processes against allegations of fake reviews, this appears to be the first time it has directly slated Kwikchex.
The statement reiterates its ongoing stance by saying:
"The integrity of the content on our sites is our number one priority, and we completely stand by our independently endorsed review integrity processes."
"If consumers didn't feel that the information they see on the site is an accurate reflection of their actual experience, they wouldn't keep coming back. We expend significant efforts with respect to manual and electronic fraud detection in order to maintain the quality and authenticity of user reviews."