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. As in previous years, the biggest number of reviews removed in 2024 were identified as fabricated by our automated 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 technology advances as we adopt new innovations and approaches leveraging AI.
Consumer creates a user account
We explain this next to each score and in detail in a Help Centre article. We are a platform that allows consumers and businesses to help one another, but we are independent of both. We use dedicated people and clever technology to safeguard our platform. But with scale, technology, and responsibility on our side, we believe trust can continue to thrive. In line with past years, the vast majority of fake reviews that are removed are positive.
As an open and independent platform, we play a crucial role in establishing trust between consumers and businesses. 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. Labeled Verified, they’re about genuine experiences.Learn more about other kinds of reviews. I always read reviews…mostly from trust pilot…if the reviews are positive, hen I purchase. 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.
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. We are living through a period of rapid change, where artificial intelligence is transforming how people access, interpret, and act on information. Our vision to be the universal symbol of trust has never been more urgent, or more relevant. Our commitment to transparency and integrity drives everything we do. Learn more about how we’re working to protect and promote trust online in our 2025 Trust Report.
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 xtb.com reviews 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. This is investigated, and we take action in accordance with our policies. 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.
Trustpilot Reviews 405,073
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. As a result, we believe the final law is well placed to deliver on its goal. Businesses and consumers in our community can flag or report reviews if they think they breach our guidelines.
- In addition to our fraud detection systems, all reviews are screened by our automated technology to identify and remove any violations.
- 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.
- 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.
- 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.
This company epitomises a well run private business
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. They’re often written in an attempt to mislead and manipulate what other consumers think about that business, either positively or negatively.
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. Our fraud detection systems and automated software, which check for guideline breaches, play a crucial role in safeguarding the integrity of our platform.
Best in Travel Insurance Company
We are committed to being relevant and useful to consumers and businesses. Verification can help ensure real people are writing the reviews you read on Trustpilot. We remain committed to placing trust at the centre of everything we do, for consumers, for businesses, and for society at large. Trustpilot is the world’s largest independent customer feedback platform, and trust has always been at the heart of what we do.
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. 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. 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. All consumers can access our platform to read, write, and report reviews free of charge.
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 platform empowers people to share their feedback, while businesses benefit from their customers’ genuine experiences.
Great platform to showcase your skills and grow more
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 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. 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.
- Our technology advances as we adopt new innovations and approaches leveraging AI.
- Businesses can invite reviews, or they can be organic when the consumer comes to Trustpilot unprompted.
- As a result, we believe the final law is well placed to deliver on its goal.
- We take legal action against businesses that repeatedly post fake reviews or try to manipulate their TrustScore.
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. Businesses can invite reviews, or they can be organic when the consumer comes to Trustpilot unprompted.
We are supportive of the rule and look forward to continuing to work with the FTC in this space. 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.
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 our systems identify suspicious characteristics in the review, or it breaches our guidelines, it doesn’t appear on our platform. Everyone can share their experiences on Trustpilot whenever they choose. Businesses can engage meaningfully with feedback, but they can never pay to remove reviews.
Protecting consumers and businesses from harmful or illegal content and fake reviews is vital for maintaining 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. Reviews empower people to help others by guiding consumers to make more informed choices or equipping businesses to build trust, grow, and improve.
