We strive to find the balance between this open approach and protecting our content. Businesses can invite reviews, or they can be organic when the consumer comes to Trustpilot unprompted. We are committed to being relevant and useful to consumers and businesses.

Our new Trust Report has landed!

Consumers and businesses can report reviews that they believe may violate guidelines or which have been missed by our detection systems. Our Content Integrity and Fraud & Investigations teams will review these and take appropriate action. Businesses and consumers in our community can flag or report reviews if they think they breach our guidelines. In 2024, we introduced new measures to ensure more genuine reviews remain online by reducing the burden on consumers to provide evidence that their review is real. We made this change after receiving feedback that some businesses were abusing our reporting tools to suppress negative feedback.

Public consumer warnings

We are supportive of the rule and look forward to continuing to work with the FTC in this space. This report is a reflection of that role, and our continued commitment to earning the trust of all our stakeholders. They like anyone else can be scammed but generally you can find out how companies treat their customers.

Timely response

Verification can help ensure real people are writing the reviews you read on Trustpilot. We remain committed to placing trust at the centre of everything we do, for consumers, for businesses, and for society at large. Our commitment to transparency and integrity drives everything we do. We also have policies to keep Trustpilot a collaborative and trustworthy place for everyone, including fair and appropriate use, privacy compliance, data security, anti-bribery, modern slavery, and more.

• In signing up, consumers agree to adhere to our terms and guidelines.
• Anyone in our community, whether a business or consumer, can flag a review at any time if they think it breaches our guidelines.
• We believe everyone deserves a voice on Trustpilot, which is why consumers decide which businesses are reviewed.
• If the review is given the all clear it is posted to the platform.
• We call this Trustpilot everywhere, ensuring people can rely on trusted information whenever and wherever they make decisions.

Offering incentives for reviews or asking for them selectively can bias the TrustScore, which goes against our guidelines. People who write reviews have ownership to edit or delete them at any time, and they’ll be displayed as long as an account is active. Find out which actions we’ve taken to protect you and promote trust on our platform.

We’re Trustpilot

We take legal action against businesses that repeatedly post fake reviews or try to manipulate their TrustScore. We increasingly take action against websites that sell fake reviews. Since 2022, we have successfully taken action against 11 businesses who have breached our guidelines. As in previous years, the biggest number of reviews removed in 2024 were identified as fabricated by our automated detection systems.

The Trustpilot Experience

Had a good experience viewing trustpilot feedback, you can really make a good picture in you mind about a certain company thus way.Just don’t look at the stars only, but read a couple of coments. But with scale, technology, and responsibility on our side, we believe trust can continue to thrive. We are living through a period of rapid change, where artificial intelligence is transforming trading indices strategies how people access, interpret, and act on information.

As a result, we believe the final law is well placed to deliver on its goal. This year, we’re building on our efforts to identify content that breaches our guidelines. We detect many of these even before they’re posted on the platform, which reduces the chance of harmful or illegal content from appearing on the site.

They’re often written in an attempt to mislead and manipulate what other consumers think about that business, either positively or negatively. The number of detected fake reviews removed as a proportion of the total amount submitted in 2024 was 7.4%, and in 2023 it was 6.1%. The increase demonstrates that our automated detection systems are improving and becoming increasingly more effective as a greater number of reviews are submitted every year. We are an open platform, which means everyone can leave a review of any business, assuming it’s based on a genuine experience and it meets our guidelines. Our approach gives businesses and consumers access to valuable insights they might not get elsewhere, but we recognise this comes with an important responsibility to safeguard the platform.

From how we apply our policies and moderate content, to how we detect fake reviews and misuse of the platform, trust is our guiding principle. Consumers can have the freedom to share their genuine experiences as and when they choose, and businesses can invite consumers to leave feedback, and respond at any time. In 2024, we changed the structure of our teams to ensure improved coverage is in place to root out guideline violations and remove fake reviews. When a review is flagged, we run it through detection software that looks at a variety of different data points related to the review and the reviewer. If a business or consumer disagrees with our decision, they can let us know, and our content integrity specialists will review the case. In addition, we have a ‘whistleblower’ function where anyone can report suspicious behaviour or content to us.

Altid en god oplevelse at handle ved Chokoladehimlen, super service.

Our Content Integrity, Fraud & Investigations, and Legal Teams work collectively, as part of the Trust team, to safeguard the integrity of our platform. Our mission is to build trust between businesses and consumers by making Trustpilot visible at every consumer touchpoint. We call this Trustpilot everywhere, ensuring people can rely on trusted information whenever and wherever they make decisions. We help businesses build trust, grow, and improve by listening to and engaging with their customers. At the same time, we help consumers make confident and informed choices, where they can learn from the experiences of others. If the review is given the all clear it is posted to the platform.

We are a platform that allows consumers and businesses to help one another, but we are independent of both. Whenever I want to do business with a website or a service, I always look at Trustpilot. It is reliable, there are real reviews on there, and it is an easy read from other people.

• Our automated technology screens flagged reviews to determine whether they should remain online, and our Content Integrity teams may get involved if a business or consumer challenges the decision.
• We engaged the UK Government on this legislation over several years, meeting with ministers and officials, providing extensive input to ensure the law was as effective as possible.
• We have long used machine learning to moderate content, and in 2024, we began using generative AI to identify, at scale, policy violations.
• But with scale, technology, and responsibility on our side, we believe trust can continue to thrive.

Other safeguarding measures include our whistleblowing function, which allows users to report suspicious behaviour that impacts our community. Additionally, we work with law enforcement and regulatory bodies to help tackle and overcome scams. Our Trust Report sets out the steps we are taking to ensure the businesses people engage with, and the reviews they read on Trustpilot, are authentic, useful, and worthy of their trust. From advancing our AI-powered detection systems to strengthening platform integrity, and shaping global standards for review transparency, we are actively building a more trustworthy digital future. Our guidelines ensure that everyone understands how to use the platform in a way that aligns with our Trust principles. When our guidelines are breached, we take action in line with our Action We Take policy.