Trustpilot, the global review platform known for connecting consumers and businesses, has landed a major legal victory in the United Kingdom. The company successfully took legal action against three websites—TPR, SMM Service Buy, and SMM 420—that were profiting from the sale of fake reviews.
The UK High Court ruled that these sites unlawfully encouraged businesses to breach Trustpilot’s terms of use by passing off counterfeit reviews as genuine. The decision also confirmed that the review sellers infringed on Trustpilot’s trademarks.
- The High Court determined that TPR, SMM Service Buy, and SMM 420 violated Trustpilot’s policies and trademarks by marketing counterfeit reviews as authentic.
- Trustpilot is calling on internet providers and payment platforms to disable these sites, reinforcing their commitment to fostering authentic feedback.
- This legal win paves the way for stricter enforcement under the Digital Markets, Competition and Consumers Act, which will penalize fraudulent practices starting April 2025.
- In 2023, Trustpilot eliminated 3.3 million fake reviews, maintaining a steady 6% annual removal rate to uphold the platform’s credibility.
This decisive court decision marks a milestone for Trustpilot in its efforts to eliminate fraudulent practices. By addressing the actions of TPR, SMM Service Buy, and SMM 420, the ruling highlighted the unlawful tactics used to manipulate businesses and misuse Trustpilot’s trademarks.
“This isn’t just about us,” said Anoop Joshi, Trustpilot’s Chief Trust Officer. “It’s about protecting the integrity of online reviews everywhere. By taking this stand, we’re sending a clear message: manipulating our platform to mislead consumers will not be tolerated.”
Why This Matters
This legal win comes at a critical time. In April 2025, the UK’s Competition and Markets Authority (CMA) will enforce the Digital Markets, Competition and Consumers Act, which explicitly bans the sale and procurement of fake reviews. Trustpilot’s proactive stance sets the stage for stricter industry standards before the law even takes effect.
The company isn’t stopping with legal action. It’s urging internet service providers and payment processors to take down the websites involved in selling these fake reviews. By removing the platforms where fraudulent reviews are bought and sold, Trustpilot aims to further safeguard its platform and the wider online community.
A Long-Standing Fight Against Fakes
Trustpilot’s efforts to combat fraudulent activity are far from new. Over the past two years, the platform has pursued legal action against ten businesses accused of abusing its system. In 2023 alone, it removed 3.3 million fake reviews—roughly 6% of the total reviews submitted. This demonstrates a consistent commitment to keeping the platform credible and trustworthy.
With 57 million monthly active users and a staggering 300 million reviews hosted, Trustpilot’s reputation as a reliable resource for both consumers and businesses is crucial. “Reviews are the bridge between trust and choice,” said Joshi. “We’re doing everything in our power to ensure that bridge isn’t compromised.”
What’s Next?
As the CMA prepares to wield its new authority, Trustpilot’s landmark case sets a precedent for holding review sellers accountable. The company’s push to involve internet service and payment providers is a strategic move to cut the problem off at its source.
Trustpilot also continues to innovate its fraud detection systems to stay ahead of those looking to game the system. With AI-powered moderation tools and human oversight, the platform is poised to maintain its role as a trusted arbiter of online reviews.
