It's consumers who decide which businesses are reviewed on Trustpilot, and we believe their reviews hold useful information for shoppers and businesses alike.
Consumers decide who is reviewed
We let consumers decide which businesses are reviewed on Trustpilot — it's not up to us, we simply host the content.
A company profile page is automatically created when someone searches for the company's web address on our platform, or it can be added from the search results page. Once the profile page is created, consumers can start posting reviews about their recent experiences with the business.
Note: If no reviews are posted within 14 days, these profile pages are automatically deleted.
Everyone can have a voice on Trustpilot
It's our goal to create and maintain a community of trustworthy and useful reviews. Each review is user-generated content owned by its author, so once a company is reviewed on Trustpilot, we don’t remove the profile or the attached reviews.
This applies regardless of whether a company actively uses their account (including when the company has chosen to return its profile page to an unclaimed state) or subscribes to Trustpilot’s paid or free services. We also don’t remove reviews when the company is taken over by a new owner.
We offer this within a framework of rules to protect the integrity of reviews on our platform. Unless we’re made aware of specific reviews or replies that breach our guidelines, we aim to preserve 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 it creates significant opportunities for businesses to engage with and learn from reviewers. This includes building trust and credibility.
The internet has made it easier than ever before for people to share their experiences and feedback. Companies can now choose to what extent they want to take part in these online conversations. Trustpilot is one of many options available for gathering and using constructive business-consumer dialogue, and it's free for everyone to use.