I believe that there is an ethical way to write about your friend's traveling agency. You have to be completely honest. My idea is that I could put in other people's reviews into my article. That way the people who read it will be able to see whether it's a good travel agency or not.
Your friend couldn't be angry with you because you're using someone else's words. You never say it's bad, but by using others' words you can still be completely honest about it.
I honestly can't think of many other ways to ethically review it because I might make it sound better than it is. I don't want to hurt my friend's feelings.
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