In the era of online reputation management, Trustpilot claims to be a champion of transparency and authenticity. Their slogan promises a “free and open” platform, seemingly dedicated to honest reviews and fair representation of businesses. However, the reality, as experienced by many, paints a starkly different picture. Trustpilot, a platform intended to be a bastion of trust, is facing accusations of holding companies hostage and violating its own principles.
The journey into this murky territory often begins innocently, as illustrated by one company’s experience. In 2019, Shoprocket found itself thrust into Trustpilot’s clutches when a user left a 5-star review on their platform. Unbeknownst to Shoprocket, they were now part of Trustpilot’s extensive database, subject to the unpredictable nature of public reviews. This lack of control over their own representation would prove to be just the tip of the iceberg.
Trustpilot’s claim to openness takes a hit when one delves into the mechanics of their platform. Anyone can add a “business profile” to Trustpilot, and once added, it becomes an indelible part of the platform. While businesses can “claim” their profiles by proving legal representation, the insidious catch is that they can never remove their information from Trustpilot’s clutches. This lack of an exit strategy raises serious questions about the supposed openness of Trustpilot’s platform.
The rationale behind this policy, as stated by Trustpilot, is to safeguard genuine reviews. While this intention is noble, it raises concerns about what happens when the reviews are not authentic. Worse still, what if Trustpilot turns hostile and wrongly accuses a business of abusing the system?
The situation becomes a classic “catch-22.” Trustpilot’s terms dictate that businesses must agree to them to use the platform. However, businesses, like Shoprocket, argue that they never consented to be listed on Trustpilot in the first place. This lack of consent becomes glaring when a review is posted without any checks or verification, putting businesses in a vulnerable position.
Responding to reviews on Trustpilot requires businesses to register and, unsurprisingly, accept the terms. Whether a business opts for the free version or their paid services, the acceptance of these terms becomes non-negotiable. Trustpilot conditions access and use of its services on this acceptance, leaving businesses with little room to maneuver.
To expose the inherent flaw in this system, a test was conducted by posting a review for a fictitious company. This exercise underscored the potential for abuse, highlighting the ease with which anyone can make baseless claims on Trustpilot, with the content remaining on the platform indefinitely. The implications are severe, especially when such a scenario involves a fake review for a local business, tarnishing its reputation without proper checks and balances.
Trustpilot’s suggested remedy is for businesses to claim their profiles and request investigations into the legitimacy of reviews. While this may seem straightforward, the burden of proof falls squarely on the businesses. Trustpilot’s unchecked power in determining the fate of a company’s online reputation is concerning, especially when their own processes for verification are called into question.
In conclusion, Trustpilot’s grand promises of being a “free and open” platform are marred by allegations of extortion and a flawed system that allows unchecked power to thrive. Businesses find themselves ensnared in Trustpilot’s web, unable to escape even if they never willingly entered. As online reviews play an increasingly pivotal role in shaping consumer perceptions, the need for transparency, fairness, and accountability in platforms like Trustpilot becomes more crucial than ever. The onus is on Trustpilot to live up to its promises and address the concerns raised by businesses caught in the crossfire
Leave a Reply