These guidelines (the "Guidelines") apply to any use by companies and organisations ("Company") of Trustpilot's products and services.

1  Inviting users to submit reviews of the Company

A user ("User") is a customer who:

-  has purchased a product or service from the Company
-  has placed an order with the Company with the intention to buy, or
-  can otherwise document his/her use of the Company's service, including via correspondence or other interaction  with the Company.

When the Company sends out invitations to its Users and asks them to review the Company on Trustpilot, the Company must observe the following rules. The rules apply regardless of whether review invitations are sent via our Review Invitation Service or independently:

i.  The Company must ensure that Users are invited equally and identically to submit reviews about their experience with the Company. This also applies when review invitations are emailed to past Users, regardless of whether the invitations are sent via the Company's own system or through our Review Invitation Services, including our Kickstart Review Invitation Service.

ii.  The Company may not selectively invite Users to submit reviews; as a main rule, the Company must invite all or none of itsUsers. If the Company wishes to deviate from the principle of all or none, the Company must ensure that the Users who are invited to submit reviews are selected in an objective, unbiased manner. For example, this could mean inviting every third User.

iii.  The language in the review invitation must be neutral, unbiased and independent of whether the User is expected to have had a positive or negative experience with the Company. It must not include any attempts to (i) influence the User to review the Company in a positive or negative manner, (ii) attract specific types of Users, or (iii) otherwise artificially achieve an outcome desired by the Company.

2  Replying to reviews on Trustpilot

The Company has the option of replying to reviews on Trustpilot. If the Company replies to reviews, the Company must ensure that the replies: (i) are not unlawful, offensive, deceptive, misleading, fraudulent, threatening, abusive, harassing, libelous, defamatory, tortious, obscene, pornographic or profane, (ii) do not have a sexist, political or racially discriminating character, (iii) do not violate other people's rights, including any intellectual property rights and privacy rights, (iv) do not in any way breach any applicable local, national or international laws or regulations, (v) do not have a disloyal or unlawful purpose and/or content (or promote unlawful purposes), and (vi) are not technically harmful (including without limitation containing computer viruses, logic bombs, Trojan horses, worms, harmful components, corrupted data or other malicious software, harmful data or conduct).

3  Use of reference number functionality

The Company has the option of using Trustpilot's reference number functionality. This function enables the Company to require Users to input a reference number when writing a review of the Company. The Company can enable this feature in their business account. More information about the reference number functionality can be found here:

If the Company establishes that invalid order numbers are being used in connection with submitting reviews, the Company must inform us hereof without undue delay by reporting the affected reviews.

4  Use of reference number verification

Reviews submitted independently of the Review Invitation Services may be subjected to reference number verification. This function can be enabled if a Company experiences serious documented abuse on Trustpilot, which causes significant damage to the Company's reputation. Reference number verification can only be enabled by our Compliance Team and can only be set up by email requests sent to us at:, along with evidence of the abuse. Reference number verification does not retroactively verify reviews posted prior to its activation. More information about reference number verification can be found here:

We reserve the right to turn off order number verification in cases of suspected abuse of its functionality, and/or if we determine that there is no longer a need for it.

If the Company changes the way in which it numbers its orders, the Company must inform us without undue delay by sending an email to

5  Use of Trustpilot Designs

The Company will be able to see whether it is entitled to use Trustpilot logos, graphics and trademarks ("Trustpilot Designs") in the administration module on Trustpilot.

Our Trademark Guidelines, Branding Guidelines and Integration Guidelines detail by whom, where and how Trustpilot Designs may be used.

If the Company displays the TrustScore, category ranking and/or Trustpilot stars in its marketing materials, on its website, etc., the Company must ensure that it does not do so in a misleading way. The Company must make sure that the displayed TrustScore, category ranking and Trustpilot Stars are always accurate and reflect the Company's actual TrustScore, ranking and the awarded number of Trustpilot Stars on Trustpilot. The Company's responsibility to accurately display Trustpilot information extends to its use of widgets and similar services.

6  Fabricated reviews

It is Trustpilot's purpose to provide a platform where Users can freely share their buying experiences or equivalent relationships with the Company (see section 1 of these Guidelines) and thereby provide an informative and fair view of the Company's service.

Trust is crucial to us, and we do not under any circumstances accept fabricated reviews. Fabricated reviews are those that do not reflect a genuine buying experience, because, for example, they are created by or on behalf of the Company itself.

We consider direct and indirect creation of fabricated reviews a material breach of the agreement between the Company and us. It is irrelevant how the fabricated reviews are created, including whether they are created by internal employees of the Company or by external consultants.

We use specially developed software to detect fabricated reviews. Reviews that we deem fabricated, fake or similar will be deleted, moved or highlighted, and we are entitled to publish information about this in connection with the Company's profile on Trustpilot.

7  Reviews written by the Company's employees

The Company is not permitted to invite or otherwise encourage its employees, former employees, owners or directors, or their family members to write reviews about the Company.

8  Collection of reviews on the Company's premises or via Company's equipment

The Company may not provide equipment for Users to review the Company. Our specially developed software for detecting fabricated reviews will detect and remove reviews that originate from the same IP address.

We can grant permission to the Company to collect reviews on its own premises - but never through the Company's equipment - if the Company contacts us prior to collection by email at: and:

i.  informs us about how review collection will take place
ii.  provides us with the Company's IP addresses and locations, and
iii.  guarantees that our Guidelines will be respected, including the mandatory rules set out in section 1.

However, we reserve the right to reject such requests and to withdraw our permission at any time, without prior notice or justification.

9  Misuse of the reporting and notification functionalities

It is possible for the Company to report reviews that the Company believes violate our User Guidelines. The Company must not misuse this reporting functionality by for example: (i) carrying out unfounded or incorrect reporting of many or all negative reviews, (ii) carrying out unfounded or incorrect notification of its competitors' positive reviews, (iii) reporting the same review multiple times when it has already been assessed in accordance with our internal quality process, unless exceptional circumstances apply. We consider such behaviour a material breach of the agreement between the Company and us.

10  Threats against Users and Trustpilot employees

Unfortunately, we have been informed about instances of companies threatening Users. For example, such threats include making unjustified claims for damages in order to have specific reviews (typically negative) removed. We have also experienced threats against Trustpilot employees. Under no circumstances can we accept such behaviour, and we consider it a material breach of the agreement between the Company and us, which can lead to immediate filing of a report with the relevant authorities.

11  Suspending or blocking the Company's business account

We may at any time, without notice and without prejudice, suspend or block the Company's access to their business account if we believe or suspect that the Company is carrying out behaviour that is inappropriate or in violation of the Guidelines or applicable law or regulation. When the Company's business account is suspended or blocked, the Company will not have access to services which require the Company's registration and/or login, such as reporting or responding to reviews.

12  Enforcement

We reserve the right to enforce the Guidelines if we observe violations of the Guidelines, applicable law or regulation. The same applies if we observe behaviour that we believe or suspect to be inappropriate.

Please note that reviews are exclusively a matter between the reviewer and us, and the User Guidelines regulate if and when we remove reviews.