How do we make sure reviews are trustworthy?

If people ask us: "Are reviews on Trustpilot genuine? Can I trust them?", we tell them about all the work we do to make sure this is the case!

Trust in reviews defines the very essence of Trustpilot, so we take the job of maintaining a trustworthy community populated with genuine reviews very seriously.

We have a host of measures to ensure the reviews on our platform reflect genuine buying or service experiences with each reviewed company, and to detect and remove fake reviews. Here’s an overview:

Overview infographic

We're open and transparent

Anyone can write a review. For people who've had a buying or service experience, we give them a platform for their feedback. The companies they write about can see what's being said and respond to reviews — 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 fraudulent reviews and suspicious activity, we're always on. Our powerful, customized software runs 24/7 to detect and alert us to unusual patterns, suspicious activities and fraud. 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 — such ads are reported to the site-host to make sure they are removed.

Clear about ground rules. We help everyone understand how to use Trustpilot correctly. Check out all the other articles in our Support Center and we hope you'll agree! For example, we ask reviewers to comply with our Guidelines for Reviewers, and to make it easy we provide an easy-to-read quick guide. Companies need to follow our Guidelines for Businesses and they can get a basic overview with our quick guide.

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 the strength of our community.

Everyone can flag reviews. Both 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 functions aren't abused by consumers or businesses.

Feedback is uncensored. We prioritize people's genuine feedback. That's why we don't moderate reviews 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 services or not.

Whistleblowers are taken seriously. Anyone with information about fraud or misuse of our platform can make a confidential report via our whistleblower function.

Have any questions? Get in touch.