Trustpilot’s New Report Shows How Latest Tech Can Work Against Fake News
As part of the ongoing work to protect and promote online trust, leading review platform, Trustpilot, now offers Consumer Verification, providing consumers with the ability to verify their identity when posting reviews.
This is in addition to Business Verification and other measures to deliver greater transparency and integrity of the platform.
Underpinning the ongoing need for innovation and evolving trust signals, the second Trustpilot Transparency Report was released today, revealing that a record 46.7 million reviews were submitted to the global review platform last year, which equates to a quarter of all reviews submitted since the company’s launch in 2007.
With investment to improve Trustpilot’s fraud and anomaly detection software, this has seen a significant increase in identifying and removing fake reviews, with 1.8 million reviews being removed by automated detection software in 2021, an increase of 19% year on year.
Peter Muhlmann, founder and CEO, Trustpilot commented: “It’s clear that consumers value open platforms like Trustpilot to share their experiences and this is demonstrated by the 46.7 million reviews submitted over the last year alone.
“This is the second time we have published our Transparency Report and over the last year we have continued to make significant investments and progress in our detection technologies – helping us to increasingly take more confident action against those who seek to use reviews to mislead consumers. As our report shows, we’re committed to protecting the integrity of our platform,” Peter said.
As the integrity of reviews and how they are managed differs greatly across the internet, Trustpilot is committed to safeguarding its platform as it continues to grow globally. 2.7 million fake reviews were detected and removed in 2021, equivalent to 5.8% of the total number of reviews submitted during 2021.
Of the 2.7 million fake reviews removed in 2021, 1.8 million were detected by Trustpilot’s technology, a 19% increase from the year prior. Technology improvements also meant that Trustpilot issued 121,048 warnings last year, an almost threefold year on year increase.
Cameron Buckley, Trustpilot’s regional director – APAC, reinforced the company’s commitment to an open platform, “As Australians continue to purchase online, they need trusted sources to rely on to make better decisions, and that’s why our key focus is on building and protecting trust online so Australians can leave and read reviews with confidence.
“In addition, our new Consumer and Business Verification tool is an exciting development and highlights the genuineness of our reviews and Trustpilot’s commitment to a transparent and open platform. That means, anyone who wants to share their experience with a brand, whether positive or negative, has the opportunity to do so,” said Cameron.
Consumer and Business Verification is available on the Trustpilot platform on an opt-in basis, and allows parties to safely and securely share a copy of their government-issued photo ID, as well as take a selfie. Using the same technology as banks and healthcare providers, verification is optional and enables consumers and businesses to play their part in building an even more trusted community on Trustpilot.
Crucially, Trustpilot has taken several other types of action as part of the continued efforts to protect against misuse and evolve to protect and promote online trust. The number of public warning banners (2,637) placed at the top of businesses’ profiles pages – alerting consumers when misuse has been identified on the page – increased fourfold in 2021, whilst 1,425 formal ‘cease and desist’ letters were also issued to businesses breaching Trustpilot’s guidelines – an increase of 38% year on year.
Some of the reasons businesses received these enforcement actions included incentivising consumers to leave reviews, ‘cherry picking’ by selectively inviting only happy customers to share feedback, abusing the reporting tool by repeatedly only flagging negative reviews to Trustpilot, or soliciting fake reviews – all of which undermine trust in reviews and breach Trustpilot’s Guidelines for Businesses. This is in conjunction with removing ‘review sellers’ (companies and individuals who offer fake reviews for sale online), from the platform to set a global standard in trust online.
For further information about Trustpilot’s Transparency Report, please see here.
Please login with linkedin to comment
TrustpilotLatest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.