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.
Danielle was efficient throughout and made the whole process as smooth as possible. Excellent service.
Through our engagement with regulators, governments, and industry, including our founding role in pepperstone forex 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.
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.
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.
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.
- In the US, the Federal Trade Commission (FTC) published its new rule on The Use of Consumer Reviews and Testimonials.
- Learn more about how we’re working to protect and promote trust online in our 2025 Trust Report.
- We are constantly growing, and there are now +300 million active reviews on our platform, with 61 million written in 2024 alone.
- We have long used machine learning to moderate content, and in 2024, we began using generative AI to identify, at scale, policy violations.
- In 2023, there was a spike in the number of consumer alerts for high risk industries, including Crypto businesses.
Protecting integrity: our guidelines and policies
We define fake reviews as reviews which don’t reflect genuine service or buying experiences with a business. 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 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.
We’re Trustpilot
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.
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.
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.
This is investigated, and we take action in accordance with our policies. 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.
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.
- Our technology advances as we adopt new innovations and approaches leveraging AI.
- In addition to our fraud detection systems, all reviews are screened by our automated technology to identify and remove any violations.
- 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’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.
- The guidelines that govern the platform are applied fairly to both consumers and businesses, regardless of whether they are a paying customer or not.
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. Looking further into the future, we’re working to proactively identify and give prominence to more useful, relevant, and trusted content. All submitted reviews are checked by automated fake review detection systems. We’re continuously working to help consumers make more informed choices and support businesses to build trust, grow, and improve what they offer. As in previous years, the biggest number of reviews removed in 2024 were identified as fabricated by our automated detection systems.
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.
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.