Communication is taking place online in mind-boggling quantities and on a variety of platforms. In an era in which "fake news" and "alternative facts" have become household terms, it is important to examine how trustworthiness can be enhanced on digital platforms. Our case study, the travel site TripAdvisor, shows that the platform's trust-enhancing algorithms necessarily means that it becomes a co-communicator: Enhancing the "ethos" of the communicator is done partly by the individual contributor, but also partly by the platform's format (for instance by counting "likes", the number of reviews written, and making accessible some biographical information of the contributor). This has both positive and negative dimensions, as it is the platform that decides which are the criteria that determine the degree of trustworthiness of messages.