Most abuse occurs at the hands of trusted family and friends and authority figures.

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In February, the United Kingdom Advertising Standards Authority ruled that TripAdvisor's advertised claim of "trusted advice from real travelers" was misleading, because fake comments could be posted without verification.

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But Martin Wheatley, the chief executive designate of the Financial Conduct Authority, said that - although there was a savings gap in the UK - people had not trusted financial services.

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