Consumer Trust or Corporate Control?
Trustpilot’s Integrity Under Fire as Consumers Fight for Honest Reviews
CPB Demands Answers Amid Escalating Complaints
LONDON, 18 July 2025 — The Consumer Protection Bureau (CPB) has launched a formal public inquiry following a significant surge in complaints about Trustpilot — the online review platform relied upon by millions of UK consumers.
Consumers have contacted CPB raising serious concerns that Trustpilot is removing negative reviews without justification, particularly when those reviews target businesses that pay for premium listings or services. These complaints call into question the integrity, transparency, and neutrality of Trustpilot’s moderation system.
To address these concerns, CPB wrote directly to Trustpilot demanding a full explanation of its internal practices, including whether paying businesses are treated more favourably and how genuine consumer voices are protected from being silenced. Trustpilot’s Content Integrity Team, in a formal reply dated 12 June 2025, has denied any commercial influence over moderation decisions and outlined a multi-layered system involving both automated and manual review processes.
What Trustpilot Told Us
Trustpilot claims that its moderation process is governed by clear and consistent rules for all users, regardless of commercial arrangements. Key points include:
- Automated Fraud Detection: Proprietary software flags suspicious reviews using behavioural data, device information, and IP tracking.
- Human Oversight: A dedicated Content Integrity Team manually investigates flagged content to determine whether a breach of Trustpilot's guidelines occurred.
- No Preferential Treatment: Paid accounts do not receive any special consideration in the moderation process.
- Right to Appeal: If a review is removed, the reviewer is notified and offered the opportunity to amend or appeal the decision.
Trustpilot insists these procedures ensure fairness, impartiality, and accountability.
But the Complaints Tell Another Story
Despite Trustpilot’s explanation, consumers continue to come forward with troubling accounts of legitimate reviews being taken down with little or no explanation. Many believe that critical reviews of businesses paying for enhanced profiles are more likely to be removed, while positive ones are promoted or protected.
These recurring allegations raise fundamental questions:
- Is Trustpilot’s system truly fair?
- Are paying clients shielded from scrutiny?
- Is consumer trust being compromised for commercial gain?
CPB Wants to Hear From You
If your Trustpilot review was removed unfairly, we want to hear your side of the story. Your evidence will help us determine whether further regulatory or legal action is needed.
Submit your complaint through our CPB Complaints Form, and include if possible:
- A copy of your original review
- Any emails from Trustpilot about its removal
- Screenshots of the review before it was deleted
- Any communication with the business concerned
What Happens Next?
If widespread abuse or bias is confirmed, CPB will escalate the matter to appropriate regulatory bodies and demand reform. Platforms that claim to be built on trust must be held accountable when they betray it.
We thank Trustpilot for responding —
but talk is not enough. Action and
transparency must follow.
