(Credit: TripAdvisor)

iMediaEthics wrote earlier this year when TripAdvisor was accused of hosting 27,000 defamatory reviews.

Now, Forbes is reporting that the UK Advertising Standards Authority is looking into the claims that TripAdvisor is hosting “a large number” of phony travel reviews.   According to the Daily Mail, reputation company Kwikchex claims there are as many as 10 million fake reviews.

As iMediaEthics has written, KwikChex appears to operate similarly to copyright enforcement group Righthaven in that KwikChex seeks to protect companies from libelous content and Righthaven states it seeks to protect news outlets from copyright infringement.

The group will investigate the allegations that hotel owners are writing or paying people to pen reviews.