Advertising authority questions authenticity of reviews
The airline rating site Skytrax has defended itself after the UK’s Advertising Standards Authority upheld a complaint by reputation management company KwikChex. The authority started an investigation on Skytrax earlier this year, looking at five issues. This resulted in Skytrax changing some of the wording on its website.
KwikChex challenged claims made on the Skytrax airline review website airlinequality.com, questioning the authenticity of reviews on the site and its “Official Quality Star Ranking (TM)”.
“Because Skytrax did not have the ability to track a review back to its source after the first 24 hours, and therefore couldn’t demonstrate the verification process to which a review had been subjected, we concluded that they did not hold sufficient evidence to substantiate the claims ‘Checked and trusted airline review’ and ‘Real travellers with real opinions!’” the Advertising Standards Authority said in its ruling.
Skytrax responded in a statement on its website: “After complaints to an advertising regulator by a self-appointed critic of review sites, Skytrax was requested to change some review website wording.”
[pictured: View over Copenhagen Airport; courtesy Copenhagen Airports]