In September 2011, the UK Advertising Standards Authority (ASA) launched a formal investigation into TripAdvisor after receiving a complaint submitted by online investigations company KwikChex that its claims to provide trustworthy and honest reviews from travelers were false. The ASA found that TripAdvisor „should not claim or imply that all its reviews were from real travellers, or were honest, real or trusted“, and as a result of the investigation, TripAdvisor was ordered to remove the slogan „reviews you can trust“ from its UK web site.  It changed its hotel review section slogan to „reviews from our community“. TripAdvisor stated that the branding change had been planned for some time and that changes began in June 2011, before the ASA investigation.  ASA commented that „it was concerned that consumers might be fooled by fraudulent posts since the entries could be made without any form of verification,“ but recognized that TripAdvisor used „advanced and highly effective fraud systems“ in an attempt to identify and remove fake content.