Consumers decide who is reviewed on Trustpilot. Once a business is reviewed, we don’t delete its profile page or the attached reviews. This is because we believe in transparency and importantly, that each review tells a story about a shopping experience.
The voice of the customer
Which businesses are reviewed on Trustpilot isn’t up to us - we let consumers decide. We just host the content.
A profile page for each business or website is automatically created on our platform when a reviewer posts a review about that business or domain. If you’re a business owner, that means the person who wrote the first review of your business triggered your profile page on Trustpilot.*
Once a profile page is created for each business, subsequent reviews about that business are collected on that profile page. These reviews are owned by their authors, and Trustpilot hosts them as user-generated content.
We don’t remove company profiles or reviews
Our values include transparency and openness. So once a company is reviewed on Trustpilot, we don’t remove its profile or the attached reviews.
This applies regardless of whether the company actively uses its account or subscribes to Trustpilot’s paid or free services. We also don’t remove reviews where the company is taken over by a new owner.
Unless we’re made aware of specific reviews that breach our rules (or the law), we aim to preserve consumers’ freedom of speech.
Online reviews can build trust and credibility
We understand that some companies have concerns about being reviewed online. But we also think there are significant advantages to be had for businesses who engage with and learn from their customers. This includes building trust and credibility.
The internet has made it easier than ever before for people to share their experiences and give businesses feedback. Companies can now choose to what extent they want to take part in these online conversations. Trustpilot is simply one of many options available for gathering and using constructive business-consumer dialogue.
Embrace reviews as an opportunity to engage
We provide an opportunity for businesses to directly engage with reviewers - including by leaving a response below each review. We offer this within a framework of rules to protect the integrity of reviews on our platform.
Using our platform is also free for everyone. Companies are welcome to engage with their customers on Trustpilot using a free account. If they’ve claimed their profile on Trustpilot, companies can log into their business account to do this. Otherwise, businesses can find out how to claim their profile for free with our short video here.
*Temporary profile pages are created when people search Trustpilot for companies specifically by domain (e.g. www.company.com). Unless reviews are subsequently posted on these domains, they are periodically deleted by Trustpilot's software.