Our commitment to neutrality, fairness, transparency, openness, and relevance drives everything we do.
We encourage constructive feedback
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.
Businesses can invite reviews, or they can be organic when the consumer comes to Trustpilot unprompted. Every review written on Trustpilot is connected to a user profile. In signing up, consumers agree to adhere to our terms and guidelines. Each reviewed business receives a TrustScore based on the number of reviews, how old they are, and a weighting system that includes seven reviews at 3.5 stars. This approach ensures that businesses with fewer reviews start with a balanced TrustScore.
MexiPass International Insurance Services
- Throughout 2024, we’ve consistently engaged with lawmakers and regulators around the world.
- Labeled Verified, they’re about genuine experiences.Learn more about other kinds of reviews.
- That’s why we’ve renamed our Transparency Report to the Trust Report, to reflect the core principle that drives our work, and our vision to be the universal symbol of trust.
- Other safeguarding measures include our whistleblowing function, which allows users to report suspicious behaviour that impacts our community.
- If a business or consumer disagrees with our decision, they can let us know, and our content integrity specialists will review the case.
We are a truly global business with reviews being submitted of businesses of all sizes from industries across the economy, in more than 100 countries. Our top five sectors – measured in volume of reviews – all saw increases in 2024. Trustpilot is the world’s largest independent customer feedback platform, and trust has always been at the heart of what we do. That’s why we’ve renamed our Transparency Report to the Trust Report, to reflect the core principle that drives our work, and our vision to be the universal symbol of trust. We are a platform that allows consumers and businesses to help one another, but we are independent of both. Verification can help ensure real people are writing the reviews you read on Trustpilot.
ivee The job platform for everyone else
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.
Aslan Realm
- In 2023, there was a spike in the number of consumer alerts for high risk industries, including Crypto businesses.
- 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.
- We have long used machine learning to moderate content, and in 2024, we began using generative AI to identify, at scale, policy violations.
- We are constantly growing, and there are now +300 million active reviews on our platform, with 61 million written in 2024 alone.
- Learn more about how we’re working to protect and promote trust online in our 2025 Trust Report.
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 pepperstone forex 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.
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. Our Content Integrity and Fraud Investigation specialists work in tandem with our technology and community to protect the platform and enforce our guidelines. They identify new and emerging patterns of behaviour that bad actors use to manipulate our systems. This helps us maintain the integrity of our platform and protect our community of users. This year, we’re building on our efforts to identify content that breaches our guidelines.
We’ve played a pivotal role in the development of the Coalition for Trusted Reviews, a cross-industry body committed to safeguarding and promoting trustworthy reviews worldwide. In the US, the Federal Trade Commission (FTC) published its new rule on The Use of Consumer Reviews and Testimonials. It aims to enhance trust in reviews, and prevents companies from using bogus consumer reviews to promote their products and services.
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.
In addition to our fraud detection systems, all reviews are screened by our automated technology to identify and remove any violations. We also allow consumers and businesses to flag reviews they think are suspicious. Anyone in our community, whether a business or consumer, can flag a review at any time if they think it breaches our guidelines. 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.
Great customer service.
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.
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.
Our approach spans a range of safeguarding techniques to protect Trustpilot, our technology, community, and people. 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. The benefit is that consumers have the freedom to share their experiences with businesses at any time, resulting in a broad and holistic range of feedback across any point in a consumer’s journey. Our platform empowers people to share their feedback, while businesses benefit from their customers’ genuine experiences. In the UK, the Government passed the Digital Markets, Competition and Consumers Act (DMCCA), which includes provisions on fake reviews.
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.