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Bad press continues to hammer Uber

Bad press here in the U.S. and abroad continues hammer ride sharing service Uber.

Price gouging in Australia after a hostage standoff, sexual assault in Delhi and "insufficient background checks" are just a few of the headlines attached to Uber. The latest accusation comes from Boston. Authorities say an Uber driver has been accused of kidnapping, assaulting and raping a female passenger, the Boston Globe reported.

Uber spokesperson Kaitlin Durkosh responded to a CNBC inquiry by saying, "This is a despicable crime and our thoughts and prayers are with the victim during her recovery. Uber has been working closely with law enforcement and will continue to do everything we can to assist their investigation."

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Andrew Harrer | Bloomberg | Getty Images

The company has outlined steps it's taking to make its service more secure, including research and development on biometrics and voice verification for enhanced driver screening.

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"They're going to really have to get the trust back," said Jeremy Rosenberg, head of digital at public relations firm Allison+Partners. "If people see this as just a sheen on it and just a little bit of spin, then that's not going to work. There really needs to be substantial improvement in how people perceive the safety of the journey that they're committing to with an Uber driver."