Why we don’t delete business profile pages from Trustpilot

Trustpilot is committed to transparency. Read the Transparency Report 2024.

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 business profile page is automatically created when someone searches for the business's web address on our platform, or it can be added from the search results page. Consumers can then start posting reviews about their recent experience with the business.

If a newly-created profile page does not get any reviews in 7 days, the page is automatically deleted. However, once a business has been reviewed on Trustpilot, we won't remove its profile page.

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 business is reviewed on Trustpilot, we don’t remove the profile page or the attached reviews unless we're made aware that there's a breach of our rules.

This applies regardless of whether a business actively uses their account (including when the business 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 business is taken over by a new owner.

Businesses can interact with reviewers and have their say by leaving a reply below each review via their Trustpilot Business account.

Online reviews can build trust and credibility

We understand that some businesses have concerns about being reviewed online. But we also think it creates significant opportunities 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. Businesses 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.

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