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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. 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.

Our top five sectors – measured in volume of reviews – all saw increases in 2024. 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.

• 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.
• 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.
• 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 continuously invest in our platform’s privacy and security, and innovate to protect our users.
• 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 wrote their first review in 2024

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 also have policies to keep Trustpilot a collaborative and trustworthy place for everyone, including fair and appropriate use, privacy compliance, data security, anti-bribery, modern slavery, and more. 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.

• If our systems identify suspicious characteristics in the review, or it breaches our guidelines, it doesn’t appear on our platform.
• We call this Trustpilot everywhere, ensuring people can rely on trusted information whenever and wherever they make decisions.
• 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 year, we’re building on our efforts to identify content that breaches our guidelines.
• Trust Pilot has saved me from scams and helped to confirm good hunches.

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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. Like any community, our platform works best when everyone understands their role and responsibilities.

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We believe everyone deserves a voice on Trustpilot, which is why consumers decide which businesses are reviewed. We take legal action against businesses that repeatedly post fake reviews or try to manipulate their TrustScore. 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.

Customers will receive honest and…

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. 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. 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.

This is why reviews can be written at any time, about genuine experiences, and not just for purchases. 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.

Businesses can learn and improve by accessing our basic services for free, including the ability to read, respond, invite, and report reviews. 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. 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 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. If the review is given the all clear it is posted to the platform. Consumers and businesses can report reviews that they believe may violate guidelines or which have been missed by our detection systems.

John was easy to work with!

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. 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 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.

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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.

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. We use a three-pronged approach powered by technology, community, and people. We provide the resources in our Trust Centre to explain how we’re bringing our vision to life. Find out which actions we’ve taken to protect you and promote trust on our platform.

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.

Offering incentives for reviews or asking for them selectively can bias the TrustScore, which goes against our guidelines. Grateful to have this amazing xtb.com reviews source of sincere and articulate feedback (praise and fair warning). Trust Pilot has saved me from scams and helped to confirm good hunches. Companies on Trustpilot aren’t allowed to offer incentives or pay to hide reviews. Share your experience on Trustpilot, where reviews make a difference. Very easy to enroll Crystal helped me get to Bryan that really assured me of potential help for medication.

It aims to enhance trust in reviews, and prevents companies from using bogus consumer reviews to promote their products and services. 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 mission is to build trust between businesses and consumers by making Trustpilot visible at every consumer touchpoint.