Trustpilot is my goto place to check companies from genuine reviewers and I’ve lost track of how many times I’ve been saved from losing my money. But with scale, technology, and responsibility on our side, we believe trust can continue to thrive. Unfortunately, this also means our platform may be misused by bad actors who try to take advantage of our open nature. We strive to find the balance between this open approach and protecting our content.
Technology
Our mission is to build trust between businesses and consumers by making Trustpilot visible at every consumer touchpoint, Trustpilot everywhere. We are constantly growing, and there are now +300 million active reviews on our platform, with 61 million written in 2024 alone. We created a trustworthy environment where consumers and businesses can connect with confidence. As part of this, we are continuously improving to maintain the integrity of our platform.
- If our systems identify suspicious characteristics in the review, or it breaches our guidelines, it doesn’t appear on our platform.
- Find out which actions we’ve taken to protect you and promote trust on our platform.
- Everyone can share their experiences on Trustpilot whenever they choose.
- Trustpilot web site is easy to navigate and is devoid of irrelevant features.
At the same time, we help consumers make confident and informed choices, where they can learn from the experiences of others. Everyone can share their experiences on Trustpilot whenever they choose. Businesses can engage meaningfully with feedback, but they can never pay to remove reviews. This is why reviews can be written at any time, about genuine experiences, and not just for purchases. 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.
Where we identify attempts to misuse the platform we take enforcement action. This includes placing prominent notifications on business profile pages to inform the community we are investigating or have taken action against a business, including legal action. As an open and independent platform, we play a crucial role in establishing trust between consumers and businesses.
- We made this change after receiving feedback that some businesses were abusing our reporting tools to suppress negative feedback.
- We work hard to ensure the integrity of our reviews and take a responsible approach to technology.
- Our guidelines ensure that everyone understands how to use the platform in a way that aligns with our Trust principles.
Journey of a review
It aims to enhance transparency and trust in online reviews, ensuring consumers can make informed decisions based on authentic feedback. 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. As a result, we believe the final law is well placed to deliver on its goal. Our fraud detection systems and automated software, which check for guideline breaches, play a crucial role in safeguarding the integrity of our platform. Enhanced with AI and developed over many years, every review on our site is screened by this bespoke technology. It focuses on behavioural analysis as well as review content, using systems that analyse IP addresses, device characteristics, location data, and timestamps.
We use a three-pronged approach powered by technology, community, and people. Whether it is a free or paid account, every business benefits from our investment in advanced technologies, as well as our ongoing efforts to safeguard the platform and protect our users. We provide the resources in our Trust Centre to explain how we’re bringing our vision to life. 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. This report is a reflection of that role, and our continued commitment to earning the trust of all our stakeholders.
Total number of active reviews on Trustpilot as of December 2024. Offering incentives for reviews or asking for them selectively can bias the TrustScore, which goes against our guidelines. Trustpilot web site is easy to navigate and is devoid of irrelevant features. Companies on Trustpilot aren’t allowed to offer incentives or pay to hide reviews. Share your experience on Trustpilot, where reviews make a difference.
Based on these reviews
Reviews empower people to help others by guiding consumers to make more informed choices or equipping businesses to build trust, grow, and improve. We believe everyone deserves a voice on Trustpilot, which is why consumers decide which businesses are reviewed. We take legal action against businesses that repeatedly post fake reviews or try to manipulate their TrustScore.
Discover, read, and write reviews
Through our engagement with regulators, governments, and industry, including our founding role in the Coalition for Trusted Reviews, we are helping to shape and define the benchmark for trusted reviews. Our technology advances as we adopt new innovations and approaches leveraging AI. We have long used machine learning to moderate content, and in 2024, we began using generative AI to identify, at scale, policy violations. We believe AI can and must be used, in conjunction with humans, to enhance and improve trust, and we have been able to demonstrate that through more accurate decisions. Like any community, our platform works best when everyone understands their role and responsibilities. We have guidelines for both reviewers and businesses, and we communicate this in the Action We Take, which maintains a balance between openness and fairness.
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.
When our guidelines are breached, we take action in line with our Action We Take policy. Our Content Integrity, Fraud & Investigations, and Legal Teams work collectively, as part of the Trust team, to safeguard the integrity of our platform. 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.
Protecting consumers and businesses from harmful or illegal content and fake reviews is vital for maintaining the integrity of our platform. All consumers can access our platform to read, write, and report reviews free of charge. Businesses can learn and improve by accessing our basic services for free, including the ability to read, respond, invite, and report 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.
Our commitment to neutrality, fairness, transparency, openness, and relevance drives everything we do.
The guidelines that govern the platform are applied fairly to both consumers and businesses, regardless of whether they are a paying customer or not. Labeled Verified, they’re about genuine experiences.Learn more about other kinds of reviews. We use public Consumer Alerts when there hasn’t necessarily been misuse, but we think there is information users should be made aware of to support their decision-making. In 2023, there was a spike in the number of consumer alerts for high risk industries, including Crypto businesses.
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. If the review is given the all clear it is posted to the platform. 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. 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. Our guidelines ensure that everyone understands how to use the platform in a way that aligns with our Trust principles.
We explain this next to each score and in detail in a Help Centre article. We are committed to being relevant and useful to consumers and businesses. We remain committed to placing trust at the centre of everything we do, for consumers, for businesses, and for society at large. We are supportive of the rule and look forward to continuing to work with the FTC in this space. Alongside powerful technology, our Content Integrity specialists and Fraud and Investigations team take action on complex issues. Supporting our unwavering commitment to trust and safety is Trustpilot’s wider team of lawyers, technology experts, and communications and training specialists.
Last year, that figure fell back to expected levels, which explains the year-on-year reduction. Trust is more important than ever before, and at Trustpilot, we believe reviews play a crucial role in bringing businesses and consumers closer together. We use dedicated people and clever technology to safeguard our platform. Clear and easy to navigate to give that positive or negative pepperstone forex review . Our vision is to become the universal symbol of trust — by empowering people to shop with confidence, and helping companies improve. In line with past years, the vast majority of fake reviews that are removed are positive.
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