TripAdvisor said in a statement today that it had "never" had any discussions directly with KwickChex and did not have "any further details around their allegations". It said: "Beyond this, we do not comment on threatened or pending investigation." Depending on the outcome of the ASA's investigations, TripAdvisor may be forced to change fundamental brand messages used on the site, such as "You'll find real hotel reviews you can trust", and "find hotels travellers can trust".