krou writes: Some 700 businesses from the hospitality industry are either committed to, or are contemplating, legal action against TripAdvisor over what they consider to be unfair reviews. KwikChex, a UK-based firm that specialises in on-line reputation management, is charging "victims" £35 to join a class action, and aims to collect examples of the most serious reviews in order to lead a fight against TripAdvisor. Once the complaints have been submitted to TripAdvisor, they will have 14 days to respond, or will face legal action. Some of the complainants are individuals accused of being racist, some who were targeted because of disgruntled employees, and others who feel that their businesses are being targeted by unfair and malicious reviews. 'Central to any case will be whether TripAdvisor, based in Newton, Massachusetts, and a part of the online travel firm Expedia, can be held liable as its business is based on publishing user-generated content – the opinions of others. The Communications Decency Act of 1996 in the US has been taken to mean that operators of websites are not legally liable for third parties' words.'