Italy Fines Trustpilot €4M for Fake Reviews, Stock Drops

Italy has issued a fine of 4 million euros to Trustpilot, the popular online review platform, citing unfair commercial practices. The Italian Competition Authority (AGCM) determined that Trustpilot failed to implement adequate controls to guarantee the authenticity of published reviews, even those labeled as "verified." The AGCM also criticized the platform for allowing businesses to selectively invite customers to leave reviews, which could lead to a distorted representation of their actual ratings.

Furthermore, the AGCM found that Trustpilot did not provide sufficiently accessible information about its platform's operations, including which companies utilized its paid services. The authority specifically mentioned the use of "dark patterns" in the interface, which could mislead users. Following the announcement of the sanction, Trustpilot's stock value experienced a drop of approximately 2.5%.

Fine Highlights Trustpilot's Transparency and Reliability Issues

This penalty from the AGCM amplifies concerns regarding the transparency and reliability of Trustpilot’s system. It comes after previous public accusations in December by financial research firm Grizzly Research, which claimed Trustpilot created fake negative profiles to pressure businesses into subscribing to paid services. Although Trustpilot dismissed those accusations as false at the time, the Italian fine underscores that regulatory bodies perceive significant problems with the platform's operational transparency and trustworthiness.

The investigation in Italy, initiated in July 2025 under expediente PS12962, aligns with a broader European trend. In 2022, the European Commission and national authorities warned that at least 55% of analyzed consumer review websites might be non-compliant with unfair commercial practices regulations due to insufficient reliable information on how reviews are collected and verified.

Despite Trustpilot's public assertions of robust anti-fraud mechanisms and comment moderation—including claims in its 2025 Trust Report of removing 4.5 million fake reviews in 2024 (7.4% of all submissions) and its trust center stating it automatically removes over 90% of detected fake reviews—the AGCM concluded these controls are insufficient. Trustpilot also states that businesses should invite feedback "fairly, neutrally, and impartially," and that "Verified" labels apply to reviews submitted via automated invitation tools, allowing any consumer with a real experience to leave a review, even for paying businesses.

AGCM Deems Trustpilot's Controls Insufficient and Misleading

The AGCM asserts that despite Trustpilot's defense of its internal systems and standards, these controls are inadequate to guarantee authenticity, and critically, the way the platform presents its operations to users "can be misleading."

The complaint extends beyond the content of individual reviews to the very "architecture of trust" within the platform. This includes questions about how opinions are solicited, the true meaning of a "Verified" label, the extent to which a company can influence the flow of reviews, and how much visibility consumers have into these processes. For many users, Trustpilot serves as a crucial resource before making purchase decisions, making the legitimacy of reviews paramount not only for consumers but also for ensuring fair competition among businesses.