Italian Competition Authority initiates proceedings against Trustpilot
On 14 July 2025, the Italian Competition Authority (AGCM) announced the launch of proceedings against Trustpilot in its weekly bulletin no. 27/2025. Trustpilot is a well-known online platform that enables consumers to publish and read reviews about companies and their services, often influencing purchasing decisions.
The investigation stems from concerns that Trustpilot may be engaging in unfair commercial practices under the Italian Consumer Code. According to the Authority, several aspects of the platform’s operation could mislead consumers:
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Company rankings are determined by a “relevance” score that depends on factors like the TrustScore and the number of reviews.
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Reviews marked as “Verified” may appear more trustworthy and influence rankings—yet this label does not always reflect an actual customer experience.
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The platform provides paid tools to businesses that allow them to selectively invite customers to leave reviews, potentially filtering out negative feedback.
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Key information about how the system works, including the impact of paid services and the meaning of the “Verified” label, is not clearly communicated to users.
The Authority has requested that Trustpilot respond within 30 days to a detailed set of questions concerning its review verification processes, use of artificial intelligence, paid services, and the way information is presented to consumers. The aim is to assess whether the platform’s design may mislead users and distort competition.
The procedure, initiated on reports by consumers, must be concluded within 240 days. If the violations are confirmed, the platform could face fines of up to €10 million.