Trustpilot Guide
Trustpilot Review Removal: What Businesses Need to Know
Trustpilot handles reviews differently than Google. Here's how their dispute process works, what they will and won't remove, and what to do when you're stuck with a negative review.
How Trustpilot Is Different
If you're used to Google's review system, Trustpilot will feel different. Trustpilot built their business on review authenticity, and their policies reflect that focus. Some key differences:
Advantages for Businesses
- • Formal dispute process with clear steps
- • Verification system for purchase confirmations
- • More transparent about removal decisions
- • Can request reviewer verification
Challenges for Businesses
- • Generally more protective of reviewers
- • Slower response times than Google
- • Business accounts required for some features
- • Limited ability to respond without claiming profile
Trustpilot's approach means that legitimate disputes have a clear path forward, but also that removal is harder to achieve without solid evidence.
What Trustpilot Will Remove
Trustpilot's content guidelines define what qualifies for removal. Reviews may be removed if they:
Don't reflect genuine experiences
Reviews from people who never purchased or used the service, including competitors and employees.
Contain harmful content
Hate speech, threats, harassment, or content targeting protected characteristics.
Include personal information
Full names of employees, phone numbers, addresses, or other private data.
Reference legal proceedings
Reviews that could prejudice active legal cases may be temporarily hidden.
Are about the wrong company
Reviews clearly intended for a different business with a similar name.
Note: Like Google, Trustpilot will not remove reviews simply because they're negative or because you disagree with the customer's opinion. Protected opinions include subjective assessments of quality, service, and value.
The Formal Dispute Process
Trustpilot offers a structured dispute process for businesses. Here's how it works:
Claim Your Business Profile
If you haven't already, claim your Trustpilot business profile. You need a verified business account to access dispute features. This requires verification of your business identity.
Navigate to the Review
Log into your Trustpilot Business account, go to your reviews, and find the review you want to dispute. Click on the review to see your options.
Select "Report Review"
Click the flag or report option. You'll be asked to select a reason for the report. Choose the category that best matches your concern (fake review, harmful content, wrong company, etc.).
Provide Evidence
Upload documentation supporting your dispute. For fake reviews, this might include customer records showing no transaction. For wrong company reviews, evidence of the confusion. Be specific and factual.
Wait for Trustpilot's Investigation
Trustpilot will review your dispute, potentially contact the reviewer for verification, and make a decision. This typically takes 7-14 days but can take longer for complex cases.
Review the Outcome
Trustpilot will notify you of their decision. If the review is removed, you're done. If it stays, you can request a second review in some cases, or focus on response and dilution strategies.
Request Reviewer Verification
One of Trustpilot's useful features is the ability to request that a reviewer verify their purchase. This is particularly effective for reviews you suspect are fake.
When you request verification, Trustpilot asks the reviewer to provide proof of purchase (receipt, order confirmation, etc.). If the reviewer doesn't respond or can't provide proof:
- • The review may be marked as "unverified"
- • In some cases, unverified reviews may be removed
- • The lack of verification signals to readers that the review may not be reliable
Pro tip: Use verification requests strategically. If you're confident a review is fake, requesting verification puts the burden on the reviewer to prove their claim. Many fake reviewers won't respond.
When Removal Isn't Possible
If Trustpilot won't remove the review, you still have options to manage its impact:
Respond Professionally
Trustpilot encourages business responses. A thoughtful reply shows potential customers that you take feedback seriously. Keep it short, acknowledge the concern, and offer to resolve the issue directly.
Build Your Review Volume
One negative review among many positive ones has minimal impact. Trustpilot makes it easy to invite customers to leave reviews through their platform. A steady stream of positive reviews dilutes any negative ones.
Use Trustpilot's Invitation System
Trustpilot offers automated review invitations that you can integrate with your sales process. Customers who receive invitations after purchase are more likely to leave reviews, and these reviews are automatically verified.
Consider Service Recovery
Sometimes reaching out directly to the unhappy customer can result in them updating or removing their review voluntarily. This requires genuine effort to resolve their issue, but it's often more effective than fighting the review.
Need Help With Trustpilot?
We help businesses build strong review profiles across Trustpilot, Google, Yelp, and other platforms. Our approach focuses on sustainable review generation that builds long-term credibility.