How do we make sure reviews are trustworthy?

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

Trust in reviews defines the very essence of Trustpilot, so we take the job of maintaining a trustworthy community very seriously. We have a host of measures to ensure the reviews on our platform reflect genuine experiences, and to detect and remove fake reviews. 

We're open and transparent

Anyone can write a review. For people who've had a genuine buying or service experience, we give them a platform for their feedback. All they have to do to write a review is create an account and provide an email address. The business that’s been reviewed has the opportunity to see the review, reply to it and engage in dialogue — for free.

Collaboration in all the right places. We work with the relevant authorities to help set industry standards. And we're happy to assist with their investigations wherever we can.

We focus on integrity

24/7 fraud detection. When it comes to protecting our platform, we're always on. And we mean it — our unique automated software runs 24/7, detecting unusual patterns and removing fake reviews. Read more about how we combat fake reviews with our fraud detection software here.

Dedicated experts. To support our software, we have dedicated experts who look into fraudulent behavior or misuse of our platform. Our investigators also take action against people who advertise to write or solicit fake reviews.

Clear ground rules. We make it easy for everyone to understand how to use Trustpilot, and we have clear rules prohibiting fake and incentivised reviews. Check out the helpful articles in our Help Center — for example, easy-to-read overviews of Trustpilot’s Guidelines for Reviewers and Guidelines for Businesses provide a quick guide even for the busiest members of our community.

Safeguards for consumers. We post Consumer Warnings on company profile pages to warn our community that a business has been misusing our platform. We take disciplinary action where necessary, including terminating contracts with companies who continuously fail to comply with our guidelines. Similarly, we can also block reviewers if they misuse Trustpilot.

Our community is our most powerful asset

An active community. The more sets of eyes, the better! Fake reviews and other fraudulent activities are often exposed by our community members who notify us via our whistleblower function.

Verified reviewers and businesses. We always work on making our community as secure and trustworthy as possible — and we believe everyone can make a difference! We encourage all reviewers to verify their identity and businesses to verify additional company details. This promotes transparency, protects the integrity of reviews, and helps consumers make decisions with confidence.

Everyone can flag reviews. Consumers and businesses can flag reviews if there's reason to believe they don't comply with our guidelines. Our Content Integrity Team investigates each and every flagged review. We also make sure that these flagging tools aren't abused by consumers or businesses.

Feedback is uncensored. We prioritize people's genuine feedback. That's why we don't moderate reviews before they’re posted or let companies pay to remove reviews. We apply the same rules and processes equally across our community and treat all companies the same — regardless of whether they subscribe to Trustpilot's paid plans or not.

Have any questions? Get in touch.

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