TRUSTPILOT REVIEW GUIDE · UK BUSINESSES
How to challenge fake Trustpilot reviews
Your order records do not match a Trustpilot complaint, but that is only the beginning of the check. A person may be describing a quotation, a cancelled booking or a conversation with your team. We help UK businesses establish what can be supported before deciding whether to challenge a review.
A review can describe a real experience even when there is no sale to find.
Before you say “not a customer”
That leaves several possibilities open.
Check quotations, enquiries, cancelled bookings and calls. A missing invoice does not rule out all contact with the business.
That gives you something to investigate.
Identify what cannot be reconciled with your business records and why. Do not assume that a display name or a lack of response settles the question.
Look for a contradiction you can explain
A complaint about a product you have never sold, a location that does not exist, or a verifiable competing relationship may warrant further assessment. Explain why the detail matters and attach the relevant context. Do not rely solely on generic wording or your impression that a review was written by software.
FICTIONAL EXAMPLE · NOT A CLIENT RESULT
The caller who never placed an order
I rang about the advertised price, but the quote included an extra collection charge.
The caller may never have placed an order. That does not rule out a genuine experience with the business. Call notes or the quotation may clarify the complaint; a missing invoice does not settle it.
Use information requests fairly
Where available, use Trustpilot’s information-request feature to help identify the experience. Ask for the details needed to investigate, rather than pressuring the reviewer to change their rating. A lack of response still needs to be considered in context; it does not make every other explanation impossible.
Search the experience, not just the order number
- The review URL and the specific authenticity concern.
- Checks across orders, inquiries, returns, and customer support for the relevant period.
- Any response to an information request through Trustpilot.
- Records supporting a concrete contradiction or relevant relationship, with unrelated personal details removed.
Keep original records. Share only what is relevant, and avoid putting private customer or staff information into a public reply.
Ask, check, then report the supported concern
These steps explain the platform’s published process. Reporting is available without paying for our service.
- Check the experience described and use the available information-request process where appropriate.
- If a concern remains supported, flag the review through your business account using the relevant reason in Trustpilot’s current guidance.
- Read the decision and retain the correspondence. If you disagree, use the applicable follow-up or dispute process with a focused explanation.
Bring the case to a specialist
We consider the experience described alongside your order, booking and enquiry checks. Our recommendation explains which facts may support removal, what further information could help and whether the concern appears to be a genuine disagreement.
Already tried the standard reporting process? We can assess whether further options are available for your case.
Explore our Trustpilot review removal serviceOfficial guidance
Platform processes can change. These are the sources used for the policy and reporting explanations in this guide.