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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.
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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.
Removing bad-fit businesses
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 how people access, interpret, and act on information.
Share your experience on Trustpilot, where reviews make a difference. Companies on Trustpilot aren’t allowed to offer incentives or pay to hide reviews.
This year’s report highlights several themes that underpin our work to improve trust between businesses and consumers
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.
- We created a trustworthy environment where consumers and businesses can connect with confidence.
- Trustpilot is the world’s largest independent customer feedback platform, and trust has always been at the heart of what we do.
- When our guidelines are breached, we take action in line with our Action We Take policy.
- Our Content Integrity and Fraud & Investigations teams will review these and take appropriate action.
- We also allow consumers and businesses to flag reviews they think are suspicious.
- In the US, the Federal Trade Commission (FTC) published its new rule on The Use of Consumer Reviews and Testimonials.
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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.
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.
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.
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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.
- 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.
- 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.
- Our platform empowers people to share their feedback, while businesses benefit from their customers’ genuine experiences.
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.
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.
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.
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.
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.
Our Content Integrity and Fraud Investigation specialists work in tandem with our technology and community to protect the platform eToro Review 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.
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.