Looking further into the future, we’re working to proactively identify and give prominence to more useful, relevant, and trusted content. The growing volume of reviews on our platform enables us to continually improve our processes, detect fake reviews more effectively, and improve integrity through our data. In 2024, more than 61 million reviews were written on Trustpilot for a 15% year-on-year increase. Protecting consumers and businesses from harmful or illegal content and fake reviews is vital for maintaining the integrity of our platform. Our mission is to build trust between businesses and consumers by making Trustpilot visible at every consumer touchpoint, Trustpilot everywhere.
Fast, responsive and professional service. Will be calling you back!
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. We explain this next to each score and in detail in a Help Centre article.
Taking action
- 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.
- 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.
- 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.
- In line with past years, the vast majority of fake reviews that are removed are positive.
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.
Chromebook is good .People are good
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. Every review written on Trustpilot is connected to a user profile. In signing up, consumers agree to adhere to our terms and guidelines.
We work hard to ensure the integrity of our reviews and take a responsible approach to technology. We continuously invest in our platform’s privacy and security, and innovate to protect our users. 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. We define fake reviews as reviews which don’t reflect genuine service or buying experiences with a business.
Altid god service og skønne varer
Throughout 2024, we’ve consistently engaged with lawmakers and regulators around the world. 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. 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.
We use dedicated people and clever technology to safeguard our platform. I appreciate being able to post on Trustpilot—the process was easy and straightforward. This is my first review, and I’m glad to have a place to share my experience and help others. Still learning how it all works, but I’m hopeful it leads to a fair resolution.
Our vision to be the universal symbol of trust has never been more urgent, or more relevant. 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. Last year, that figure fell back to expected levels, which explains the year-on-year reduction. In line with past years, the vast majority of fake reviews that are removed are positive. Unfortunately, this also means our platform may be misused by bad actors who try to take advantage of our open nature.
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. The guidelines that govern the platform are applied fairly to both consumers and businesses, regardless of whether they are a paying customer or not. All submitted reviews are checked by automated fake review detection systems. 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.
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. 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.
Businesses reviewed for the first time in 2024
Learn more about how we’re working to protect and promote trust online in our 2025 Trust Report. 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 Umarkerts Review wider team of lawyers, technology experts, and communications and training specialists. 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.
We’re continuously working to help consumers make more informed choices and support businesses to build trust, grow, and improve what they offer. Trust is more important than ever before, and at Trustpilot, we believe reviews play a crucial role in bringing businesses and consumers closer together. Labeled Verified, they’re about genuine experiences.Learn more about other kinds of reviews. Our vision is to become the universal symbol of trust — by empowering people to shop with confidence, and helping companies improve. Our technology advances as we adopt new innovations and approaches leveraging AI.
- Last year, that figure fell back to expected levels, which explains the year-on-year reduction.
- Still learning how it all works, but I’m hopeful it leads to a fair resolution.
- Our guidelines ensure that everyone understands how to use the platform in a way that aligns with our Trust principles.
- We strive to find the balance between this open approach and protecting our content.
- Every review written on Trustpilot is connected to a user profile.
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. If our systems identify suspicious characteristics in the review, or it breaches our guidelines, it doesn’t appear on our platform. In 2024, of the 4.5 million detected fake reviews we removed from the platform, 90% were automatically detected by our fake review detection models. The remaining fake reviews were identified after being flagged by users or caught by our teams via manual investigations, and we continuously improve as we grow. Our approach spans a range of safeguarding techniques to protect Trustpilot, our technology, community, and people. Everyone can share their experiences on Trustpilot whenever they choose.
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. 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.
Our platform empowers people to share their feedback, while businesses benefit from their customers’ genuine experiences. This report outlines the principles, processes, and technologies used to safeguard and strengthen trust on our platform. Our work never stops as we evolve to navigate a rapidly changing world, especially as artificial intelligence reshapes how people engage with online content.
This is investigated, and we take action in accordance with our policies. 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. In the UK, the Government passed the Digital Markets, Competition and Consumers Act (DMCCA), which includes provisions on fake reviews. 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.