Online reviews play a pivotal role in shaping consumer opinions. However, the increasing prevalence of fake reviews has become a cause for concern, prompting users to question the credibility of platforms like Trustpilot.
While the platform emphasizes its commitment to authenticity and transparency, the growing unease surrounding fake reviews raises questions about the reliability of this widely used consumer feedback platform.
The Scale of the Issue: Trustpilot’s Battle Against Fake Reviews
Trustpilot’s battle against fake reviews is a significant issue, given that a total of 46.7 million reviews were created in 2021 alone and many of those reviews have been found to be false.
According to Trustpilot, 5.8 percent of reviews were removed as false.
Trustpilot uses advanced software to detect fake reviews. In 2021, Trustpilot stated that 1.8 million reviews were automatically removed by its fraud-detection software. The number of automated removals indicates the scale of the problem Trustpilot faces in ensuring that customers see authentic user experiences.
In addition to removing fake reviews, Trustpilot also issued 121,048 automated warnings and 1,425 formal “cease and desist” notices to problematic companies. These actions demonstrate a commitment to protecting the integrity of the review process on Trustpilot.
Are Trustpilot Reviews Legitimate? Understanding the “Verified” Label
Trustpilot identifies legitimate reviews from false ones using a “verified” label.
According to Trustpilot, verified reviews represent a true user experience. The process of verifying the legitimacy of a review is automated and occurs when Trustpilot invites users to verify their reviews through an automated invitation tool based on identifiable methods such as purchases.
While the intent behind creating the verified label is to increase the credibility of reviews on Trustpilot, critics argue that the method for creating the label needs improvement and that the current method could allow some fake reviews to slip through the cracks. Furthermore, Trustpilot recently began asking reviewers to verify their identity with a driver’s license, raising serious privacy concerns.
While the intention behind collecting sensitive information is to create a more credible review base, requests for sensitive personal information may deter users from submitting reviews, thereby further casting doubt on the legitimacy of Trustpilot’s reviews.
What Defines a “Fake” Review for Trustpilot?
Trustpilot defines fake reviews broadly and includes categories such as:
Business Generated Reviews
Reviews posted by a company on its own Trustpilot page are considered deceptive and violate Trustpilot’s guidelines.
Paid Reviews
Reviews that are paid for to manipulate a company’s ratings on Trustpilot are classified as fake.
Competitor Undermining
Posting a review on a competitor’s Trustpilot page to intentionally lower their ratings is a deceptive act and constitutes a fake review.
Disguised Advertising
Any type of advertising or promotional messages that are presented as reviews are prohibited.
Removed Content
Reviews that are removed from the site for containing illegal or harmful content are classified as fake.
Non Genuine Experience
Reviews that do not reflect a genuine experience or are not related to the company being reviewed are classified as fake.
Removing Fake Trustpilot Reviews
If users discover fake reviews about a company on Trustpilot, Trustpilot provides a reporting mechanism to help eliminate them. The steps to report a review on Trustpilot are outlined below:
Go to the Reviews Tab: Click on the tab labeled “Reviews” and then choose the option titled “Product Reviews” from the options listed on the left side of the screen.
Find the Review: Locate the review you want to remove and select the link titled “Report” located directly beneath the review.
Complete Reporting Process: Follow the prompts displayed on the screen to complete the reporting process. Use caution when providing details and reasons for reporting a review, as these will be visible to the reviewer upon completion of the investigation.
Choose Review Element: Identify whether you want to report the text or images of the review and select the corresponding radio button. Then, select “Continue.”
Select Reason for Report: Select the reason for reporting the review (for example, harmful or illegal). After selecting the reason, select “Continue” one more time.
Review Summary and Confirmation: Trustpilot will present a summary of your report. Upon completing the report, you will receive a confirmation email from Trustpilot.
Timeframe for Investigation and Removal: Be prepared to wait several days for Trustpilot to investigate the claim. During the investigation, Trustpilot will contact the reviewer(s) to obtain evidence that supports the reviewer’s claim.
Evidence Required to Prove Fraudulent Activity
If you suspect that there are fake reviews about your company and you have evidence to support that claim, send the evidence to Trustpilot via email. Providing concrete evidence such as similar language used in multiple places will aid Trustpilot in investigating and possibly removing the fraudulent reviews.
Removing Fake Reviews: An Appeal to Professionals
Companies negatively impacted by fake reviews on Trustpilot can seek assistance from online reputation management firms, such as NewReputation. These firms can assist companies in navigating the complexities of digital feedback. Our strategies can help companies respond to fake reviews and restore their business’s credibility on sites such as Trustpilot.
Conclusion
Trustpilot’s efforts to stop fake reviews are demonstrated by its use of robust fraud-detecting tools and by issuing warnings to consumers. However, the delicate balance between proving that a review is legitimate and protecting users’ private data is the real challenge.
As users peruse reviews on Trustpilot, users should approach the reviews with a critical eye. For companies that have suffered as a result of fake reviews, consulting with online reputation management professionals can be a great way to navigate the complexities of managing a company’s online reputation.
Ultimately, trust is the foundation of a legitimate review website, and achieving the right balance is necessary for the future success of both Trustpilot and its users.