Global Review Platform Trustpilot has released new data through its annual transparency report, which reveals a significant increase in the number of reviews left on the platform – an increase of 21% year-on-year to 46.7 million – as advances in its technology have ensured the removal of 2.7 million counterfeits from the platform.
Data from the report reveal that continued investment in software to detect scams and irregularities has enabled Trustpilot to safely scale enforcement measures against those who abuse the platform through multiple channels.
Out of the 2.7 million fake * reviews identified and removed in 2021, 1.8 million were detected by Trustpilot’s technology – a 19% increase over 2020. Technology improvements also meant that Trustpilot issued 121,048 warnings last year , an almost tripling from year to year.
As a result of improvements in Trustpilot’s fraud detection software and automation, the platform was also able to take other forms of action as part of its continued efforts to protect against abuse. The number of public warning banners (2,637) placed at the top of corporate profile pages – warning consumers when abuse has been identified on the site – quadrupled in 2021, while 1,425 formal “cease and desist” letters were also issued to companies that violated Trustpilot’s guidelines – an increase of 38% year-on-year.
The results are part of the company’s second annual transparency report, which provides an insight into the approach Trustpilot is taking to secure its platform as it continues to grow globally.
Reasons why companies were subject to such enforcement measures include encouraging consumers to write reviews, “cherry picking” by selectively inviting happy customers to share feedback, misuse of the reporting tool by repeatedly only reporting negative reviews to Trustpilot or requesting fake reviews – all undermine trust in reviews and violate Trustpilot’s corporate guidelines.
Peter Muhlmann, Founder and CEO, Trustpilot commented: “It’s clear that consumers value open platforms like Trustpilot to share their experiences, as evidenced by the 46.7 million reviews submitted over the past year alone. .
“Trust in reviews remains crucial to ensure that consumers can make more informed decisions and that companies can demonstrate their commitment to providing a good customer experience.
“This is the second time we have published our Transparency Report, and over the last year we have continued to make significant investments and advances in our detection technologies – helping us to increasingly take more confident action against those seeking to use reviews to mislead consumers. As our report shows, we are committed to protecting the integrity of our platform. “
Earlier this year, Trustpilot also announced its intention to issue a series of lawsuits against companies as part of their efforts to tackle false reviews, with any damages paid out as part of any lawsuit to be given to online consumer protection organizations.
The latest to be sued after the Global Migrate in February 2022 are SO Cameras and the European real estate company Euro Resales.
Both companies have tried to mislead consumers by using fake reviews.
Carolyn Jameson, Trustpilot’s Chief Trust Officer, said: “Our investigation has found that consumers are concerned about misinformation online – and Trustpilot remains committed to tackling this issue.
“As the growth in e-commerce shows no signs of slowing, we know that both customers and
Businesses are more reliant on reviews than ever before, but the way these reviews are collected, displayed and managed varies greatly across the internet. That is why it is so important for us to set the standard for trust online – trust and transparency are at the heart of everything we do. ”