​The journey of reviews on Trustpilot

Trustpilot gives consumers the opportunity to instantly share their opinion by writing a review about their experience with a business.

Infographic summarizing the journey of reviews on Trustpilot

This infographic is a simplified overview of the review journey on Trustpilot.

1. Consumer writes a review

The review journey starts with a consumer writing about their personal buying or service experience and giving the business a star rating of between one and five.

Great customer reviews describe the overall experience in a way that’s helpful to readers of reviews on Trustpilot, and useful to the business that was reviewed. Honest reviews that set out the facts, provide details, and comment on the level of customer service are most valuable.

Reviewers should leave out things like personal information and promotional references. See our Guidelines for Reviewers for more on what's allowed and what's not allowed in reviews.

2. Reviews are shown chronologically

Trustpilot displays reviews chronologically, with the most recent review at the top.

We don't monitor reviews as they come in — they're not manually moderated or censored before being published. Once posted, reviews are instantly visible to everyone. That also means that businesses can’t delay the publication of reviews by their customers.

When a review is published, the business that’s been reviewed has the opportunity to see it, reply to it and engage in dialogue. It’s this open conversation that gives them the opportunity to learn how to improve their services.

3. Genuine reviews stay on Trustpilot

Most reviewers have good intentions and respect our rules. Their reviews stay on Trustpilot for our online review community to read and learn from.

We know there's a small minority who try to post fake reviews on Trustpilot. But we also recognize the power of an entire community in stamping out abuse.

We take instances of fraud or misuse of our platform seriously and have tools in place* for weeding out non-genuine reviews. Such reviews can be flagged by our customized software, another Trustpilot user, or the business that was reviewed.

4. Everyone can flag problematic reviews

We let all consumers and businesses flag reviews that go against our guidelines, for example, if a review contains personal information or promotional content. Our Content Integrity team assess each flagged review and takes appropriate action.

5. Flagged reviews stay online if the problem is addressed

If a flagged review breaches our guidelines but the problem can be addressed, the review’s author will be asked to edit their review to make it compliant.

If the business being reviewed disputes that the reviewer has had a genuine experience with their business, the reviewer can provide Trustpilot with documentation that shows their experience to verify their review.

Note that Trustpilot treats all flagged reviews equally, regardless of whether they’re positive or negative.

6. Reviews may be removed under specific circumstances

Non-compliant reviews that have been flagged but not edited by their authors, and continue to violate our guidelines, will be removed from our platform. They'll no longer count towards a business's star rating or TrustScore.

Reviews that are removed are not deleted — they remain offline until and unless the outstanding problems can be resolved. We can reinstate reviews if their authors come back to us at a later date.

We consider reviews to be user-generated content owned by their authors. Therefore, only the reviewers themselves can permanently delete individual reviews through their personal accounts on Trustpilot.

7. Reviews can be updated

Reviewers are welcome to update their reviews to add details of their most recent transactions or reflect a changed opinion of the business. If they've had a new buying or service experience, reviewers can also leave a new review of the same company.

8. The journey continues

Reviews remain on Trustpilot in the order they’ve been posted. This gives consumers the chance to make better choices, and businesses the opportunity to listen to, engage with and learn from their customers.

*Note: Trustpilot uses automated and manual processes to protect the integrity of our platform. They include sophisticated detection software that operate 24/7 to identify and remove reviews deemed false. Reviewers are notified if their reviews are removed from Trustpilot.