Privacy Policy

Version 14.2, January 2026

We value your privacy. With this policy, we set out your privacy rights and how we collect, use, disclose, transfer and store your personal data.

Terms we use in this policy

When we say “Trustpilot”, “we”, “our”, or “us”, we mean Trustpilot A/S, Pilestraede 58, 5th floor, DK-1112 Copenhagen K, which is the entity responsible for processing your personal data.

When we say “website”, “platform” or “service”, we mean all of Trustpilot’s websites, applications and other services to include www.trustpilot.com and business.trustpilot.com. Also, this privacy policy does not apply to our employees or job candidates, please refer to our Candidate Privacy Policy for further information on processing activities linked to recruitment.

Third-party websites

Our platform contains links to other websites, but that doesn’t mean we endorse those websites. We encourage you to review the privacy policies for these third-party websites because their procedures for collecting, handling and processing personal data might be different to ours.

We’re an open platform

When you write a review, the review and your Trustpilot profile will be visible to anyone who visits our platform. When someone clicks on your profile, they can see your country location and all the reviews you’ve written, including the locations and products you’ve reviewed, and any photos or videos submitted with your reviews. Similarly, if you’re a business user and reply to a review about your company, this will also be visible on our platform. We consider all of this information to be public personal data. You can share as much or as little personal information as you want when creating your Trustpilot profile and username. Remember that if you’ve selected to use your real name as your username, this could reveal your identity on our public website. Please see this Help Center article for more guidance on keeping your online identity private.

Personal data we collect

Personal data is any information that relates to an identifiable individual. When you create a Trustpilot user account, write a review, create a business account on behalf of your company, or otherwise use our platform or services, we may collect and process personal data about you. Please see the “Who may access your personal data?” section for more information about who can access it.

We ask you not to share any sensitive personal documents or personal data with us, such as information revealing ethnic origin, religious beliefs, or health information, of yourself or others.

We may collect the following public and private personal data:

Public personal data

When we say “public personal data”, we mean personal data displayed publicly on our platform (such as your username and review content) and related metadata (such as the date of your review) which is not “private personal data”. Public personal data may include but is not limited to:

User account information: Your username, photo, country location.
Information about reviews and ratings, including:

- Which business you reviewed.
- Which product you reviewed.
- The date and any relevant timestamps relating to when you wrote or edited your review.
- Whether you wrote a service review, a location review, or a product review.
- Your review content and logs of edited reviews.
- Your submitted star rating.
- Your product photos or videos (if you provide them together with your product review).
- The location of the business you reviewed.
- The date of your experience with the business you wrote the review about.

Information about finding reviews “useful”: How many people find your review “useful”, and if you click “useful” on someone else’s review.
Social networks: You can connect your Trustpilot profile with your social media profiles, for example, Facebook (“social network”). When you do this, we automatically collect selected information about you from your social network, depending on what information you have made available on that social network and your privacy settings for sharing such information on that social network. We may collect the following information:

- Name and/or username.
- Email address.
- Profile photo.

Before your request to connect your Trustpilot profile with a social network profile is carried out, you’ll be told which information we will collect from that social network. You can disconnect your social network profile from your Trustpilot profile via your Trustpilot account at any time. Trustpilot will then remove your social network unique ID, and disconnect/revoke Trustpilot from your social network. However, your social network profile picture will remain on your Trustpilot profile unless you change it and we will retain your name and email address.

If you are a Trustpilot business account holder, we may also collect the following public personal data:

Business account information: Your company name and domain, and certain other information you choose to add to your business profile, such as details about the type of services your company offers, your company address, and country.
Replies to reviews from your business account: Your name, company details, the information you state in the reply to a review, the date you wrote your reply.

Private personal data

When we say “private personal data” we mean personal data we don’t publish on our website. This can include but is not limited to:

User account information: Your password.
Contact information: Your name, email address or any other contact details you may provide to us from time to time, whether provided directly to Trustpilot or from social networks.
Non-public information about reviews including:
Your reference number, order ID or similar (if you or the business provided one). If we ask you to provide information or documentation to verify your experience, and you send us such documentation, we will collect and process the documentation for the purpose(s) stated in the request.
Device and location information: Your IP address, browser settings (the type of browser you use, browser language, time zone), and your specific location.
Usage and profiling information: Your Trustpilot search history, how you've interacted with our platform or emails we send to you, including time you spend on our site, features or functions you’ve accessed, metadata and event data, marketing emails you’ve opened and links you’ve clicked.
Your verification data: Data provided during the verification process for consumers:

- Your name.
- Images of the documents you submitted.
- Number and date of expiry of the documents you submitted.
- Your age and date of birth.

Data provided in response to a request for information by a business: Businesses can ask reviewers about them and their experiences, including via our “Request Information” tool. If you choose to respond, we will share any information you provide with the business, including but not limited to your full name, phone number, email address, and reference ID.
Preferences information: Selected preferences associated with your account, including specific consents you have given or declined, newsletters or similar email preferences.
Communication information: Includes communications we receive from you such as review notifications, feedback, help requests and queries via email, and other electronic communication methods, as well as metadata associated with those communications, such as time and date.
Call recordings: All inbound and outbound telephone or video calls made to or by Trustpilot may be recorded for training, quality control and compliance purposes. Personal data (for example, name and contact details) revealed during a telephone call will be digitally recorded to deliver appropriate services.
Chrome extension: If you download our Chrome extension, we may collect the following information:

- A session ID allocated to you, which we may be able to link to your Trustpilot account if you have one.
- Data relating to your use of the Chrome extension, such as page URLs where you have interacted with the Chrome extension, and your Chrome extension preferences and settings, such as how you choose to display the Chrome extension on your browser.
- Browser and device information, such as details about your language settings, browser version, timezone, and screen resolution.

If the session ID links to your account, we may associate data relating to your use of the Chrome extension and browser and device information to you.

If you are a Trustpilot business account holder, we may also collect the following private personal data:

Business account information: Your password, your name and company details.
Information about flagged reviews & appeals: Reviews you have reported, the reason for the report, the date of the report. Some of this information may be aggregated and displayed on your business’s Trustpilot page.
Your verification data:

- Data you might provide when confirming details about your business, such as:
- Your contact details.
- Images of the documents you submitted.
- Number and date of expiry of the documents you submitted.
- Your age and date of birth.
- Your bank account details (if you’re on a paid plan).

How we collect personal data

The personal data that we process is primarily collected directly from you when you provide your details to create an account with us, or your usage and profiling information, meaning your interaction with our platform, services, surveys or marketing emails, such as by leaving reviews or posting replies to reviews.

Sometimes we're given information about you from third parties. For example, when you sign up for a Trustpilot account via Facebook, your account is automatically pre-filled with the information we receive from them. Similarly, when a business asks us to send a review invitation to you on their behalf, they give us your name, email address and a reference number, such as an order ID or similar. And we may receive information from third parties for the purposes of fraud and investigation.

We also generate or collect information from your computer or device automatically as you use our services — like your IP address, your location, information about the device and browser you're using to access Trustpilot, or your usage and profiling information, such as your interaction with our platform or marketing emails, or use of our other services.

Who is the controller of your personal data?

A data controller decides how and why your personal data is used and is responsible for ensuring it is handled properly. A data processor acts on a data controller’s instructions to process your data. These definitions come from the General Data Protection Regulation (Regulation (EU) 2016/679).

In respect of all other personal data associated with our platform, such as information you provide when you create an account, leave a review, or submit a reply, Trustpilot A/S is the data controller. Depending on which of our services our business customers use, they may also be data controllers of your data, such as the reviews you write, your username, and your date of experience.

How we use your personal data

We may use your personal data for the following purposes:

Provide our services to you, including displaying your reviews and giving you access to your user account and our platform, or providing you with access to your company’s business account and our website.
Identify you as a registered user when you log into our platform and revisit our platform.
Respond to your questions and provide customer service.
Send you our newsletters.
Personalise your experience on our platform, for example, to tailor content and recommendations based on your interactions with our services.
Send or surface surveys to gather feedback and help us improve our products and services.
Administer our business operations and our services, such as data analysis, audits, fraud detection and content moderation.
Improve or modify our platform, products and services, including our TrustBoxes, identifying usage trends and insights and determining the effectiveness of our promotional campaigns.
Understand client sentiment for our products as well as operating and expanding our business activities with current and target customers. This includes product demonstrations and feature case studies.
Train our staff and for quality control purposes, helping us improve the quality of our services.
Exercise or comply with our own legal rights or obligations in connection with legal claims, or for compliance, regulatory and auditing purposes, where necessary. For example, we may provide or retain information where we are required by law, or if we are compelled to do so by a court order or regulatory body.
Enablement of academic research and analysis conducted with partners such as universities and other institutions.

If you have a Trustpilot user account, we may also use your personal data to:

Invite you to leave a review of Trustpilot.
Pass on a message from the business you reviewed or the business that invited you to review a service experience or a product via our platform.
Confirm information about you if you choose to verify your identity.
Contact you if we’ve identified that your review might breach our Guidelines and, if necessary, ask you to provide documentation to verify your review or experience.
Contact you to tell you how many times your review was read and whether other users find your review useful, or otherwise provide feedback concerning your user account or your review.
Enforce our Terms of Use for Consumers.

If you have a business account on behalf of your company on Trustpilot, we’ll also use your personal data to:

Notify you about a review of your company or products you offer.
Verify the legitimacy of your replies to reviews.
Confirm details about you and your business.
Inform you if your reply to a review is reported for containing content which is against our guidelines or is otherwise inappropriate.
Enforce our Terms of Use and Sale for Businesses.

Additional information on data processing

We may also use the information in other ways for which we provide specific notice at the time of collection.
We may use automated means, including machine learning and artificial intelligence to conduct the above purposes including, for example, the automated detection of fake or fraudulent reviews.
Trustpilot’s use of automated data processing will always be in full compliance with applicable laws.

Why we use your personal data

We process your personal data for a number of reasons and these align to specific legal bases, namely to:

Pursue our legitimate business interests, including but not limited to operating our website and business and providing our services to you. Where we process your personal data based on a legitimate interest we will only do so where the processing is relevant, adequate and limited to what is necessary for the purpose it was collected for. And of course, we'll always ensure our legitimate interests don't unfairly impact your own rights and freedoms.
Perform our contract with you or your company. Where you fail to provide information we require to perform our contract with you, we may be unable to provide the relevant services to you.
Exercise and comply with our own legal rights and obligations and operate an online review platform in compliance with applicable legal acts.
Perform a task carried out in the public interest.
Establish, exercise or defend legal claims, where necessary.

In circumstances where you have expressly given your consent for us to process your personal data, for example, when subscribing to our newsletters or accepting certain cookies on your device, you are free to revoke your consent at any time, either by using the functionality provided within the appropriate product feature or by contacting us (see ‘Contact us’ below). However, please be aware that we may continue to process your information in relation to other purposes where we rely upon a different legal basis as mentioned above.

You have the right to object to how we process your personal data, or ask us to restrict the processing. Please see ‘Your rights’ below, for more details.

Who may access your personal data?

Your public personal data on Trustpilot (for both reviewers and business users)

We share your public personal data on our platform so that others can read about your experience with a specific business. Once you post something publicly on Trustpilot, the open nature of the internet means that this content could be accessible by anyone anywhere in the world and be used by them for any purpose, subject to applicable laws and to our Terms of Service. In addition to individual consumer or business users of Trustpilot, such visitors might also include search engines and other entities (such as Google and OpenAI) which programmatically crawl web content to surface it in search results or use it for training their AI models. Please see the “Your Rights” section below for information about opting out of certain processing.

Your private personal data on Trustpilot (for both reviewers and business users)

Some Trustpilot employees will have access to your data to help facilitate everything within the ‘Why and how we use your personal data’ section of this privacy policy. However, Trustpilot operates on principles in which access is limited to those who have a genuine work-related need.

If you are a consumer and you have been sent a review invitation via our platform by one of our business customers, they will have access to your data within their Trustpilot Business account. If you write a review on Trustpilot in response to an invitation sent by a business via our review invitation services, that business will be able to match your review with their invitation. As a reminder, our business customers are data controllers of this data and you should reach out to them if you have any questions.

Your personal data shared with independent third-party services, websites and businesses

One of Trustpilot's goals is to maximise the visibility, availability, and utility of reviews and related content to the world. To do this we allow various independent third parties to access and use public personal data without limitation. This could include usernames, review content, and replies to reviews by businesses (as further outlined in the ‘Personal data we collect’ section of this privacy policy) via Application Programming Interfaces and other programmatic data transfer methodologies available through our platform, and to use and incorporate such public personal data into their own products and services. This increases the potential audience, and consumers’ and businesses’ knowledge of, Trustpilot and of consumer reviews and the valuable insights they provide. We make public personal data available to such third parties in this way only where they agree to data licence terms which implement protections appropriate for the data and the rights of the relevant data subjects. Please see the ‘Your rights’ section below for information about opting out of certain parts of this data sharing.

The types of third-parties that may access, use and incorporate such public personal data includes:

Search engines, and other interfaces that return information in response to user queries (including AI powered systems);
Businesses you wrote a product or service Trustpilot review for, either by invitation or not;
Online platforms where, in Trustpilot’s assessment, it would be helpful or relevant for users to search for and access reviews and related content including, without limitation, consumer portals and business portals such as price comparison websites and shopping guides;
Application partners and platforms, such as Prestashop, Magento, Shopify, WooCommerce;
Social networks; and
Any other third party who enters into a licensing agreement with Trustpilot to access data from us.

If you choose to respond to a reviewed business’s request for information (for example, via our “Request Information” tool), this information is sent directly to the business requesting the information. Sometimes we'll need to ask for documentation in order to verify your experience. For example, when our dedicated software flags your review and removes it from Trustpilot. We will never share your documentation with the reviewed business, however in certain circumstances if you have a reference number, order ID or similar, we may pass that on to the business, unless you ask us not to.

Your personal data shared with data processors

We share your personal data with selected third parties (including Trustpilot subsidiaries and other companies within the Trustpilot group, and companies we work with to provide our services) that provide us with a variety of different services that support the technical operation of our platform and the delivery of our services ("data processors"). These third parties are data processors for the personal data for which we are the data controller. We have data processing agreements in place with the data processors, and it follows from these agreements that they must act solely in accordance with our instructions. We may instruct the data processors to process data in accordance with this policy and for the purposes of using the platform.

We carry out checks to ensure that data processors have taken reasonable technical and organisational measures to protect against the information being accidentally or illegally destroyed, becoming lost or deteriorating, and to protect against the information being disclosed to unauthorised persons, being misused, or in other ways being processed in violation of data protection laws.

Some of these data processors and third-party services will be located in countries outside of the one in which you are based and may have different, or less stringent, data protection standards. However, subject to the local laws in these countries, we will ensure that necessary safeguards are in place to protect your data, regardless of location. We do this through a combination of appropriate technical, organisational and administrative security measures, and by putting in place the necessary legal contracts to back up these requirements. For example, we will only transfer European users’ personal data outside the European Economic Area where a European Commission-approved method of validating the transfer has been put in place.

Other disclosures

In addition to the above, we share your personal data with the following parties and in the following circumstances:

To comply with laws or to respond to claims, legal process (including but not limited to subpoenas and court orders) and requests from public and government authorities.
To cooperate with regulatory bodies, enforcement agencies, and government authorities in connection with investigations or case referrals.
To third parties in connection with the enforcement of our Terms of Use for Consumers, Guidelines for Reviewers, Terms of Use and Sale for Businesses, and Guidelines for Businesses.
To third parties in order for us to protect our operations or those of our affiliates.
To third parties to protect our rights, privacy, safety or property, and/or that of our affiliates, you or others.
To third parties in order for us to pursue available remedies, or limit damages that we may sustain.
To third parties in order for us to investigate, prevent or take action regarding suspected or actual prohibited activities, including but not limited to fraud and misuse of our platform.
To third parties in the event of any reorganisation, merger, acquisition, sale, joint venture, assignment, transfer or other disposition of all or any portion of our business or assets (including in connection with any bankruptcy or similar proceedings).

How long do we store your personal data?

We only keep your data for as long as we need it, or are required to for legal reasons. This depends on why it was collected, and if we have a continuing legal basis to do so (such as to fulfil a contract between us, perform a service you requested, meet legal requirements, or for our legitimate interests). When we no longer have a valid reason to keep your data, we'll either delete it or anonymise it so that it doesn't identify you. We treat data differently depending on what it's used for, but you can delete your personal data or ask us to do that for you at any time (see ‘Your rights’ below).

Personal data you provide, including your reviews, is kept for as long as you have a Trustpilot account, or as needed to provide you with our services. If you delete your Trustpilot account, we retain certain information we are required by law or have compelling legitimate interests to keep. Reasons we might retain some data for longer periods of time include (but are not limited to) security, fraud and platform abuse prevention, complying with legal or regulatory requirements, and defending our legitimate business interests.

How do we keep your personal data secure?

Keeping your personal data secure is our highest priority. We use various organisational, technical and administrative measures to protect your personal data within our organisation and we regularly audit our system for vulnerabilities. However, since the internet is not a completely secure environment, we can’t ensure or warrant the security of the information you transmit to us. Emails sent via the platform may not be encrypted, and we therefore advise you not to include any confidential information in your emails to us.

We’re always working to improve our security practices and policies, and we will update this information as these practices evolve over time.

Do we use cookies?

We use cookies and similar technologies to help deliver, optimise, personalise and analyse our services, and for advertising purposes.

We use a combination of cookies and other technologies, such as pixels and tracking codes, to collect information for use in line with the purposes set out in this policy.

What’s a cookie?

A cookie is a small text file that is stored on your computer or device, via your web browser, at the request of the websites you visit or applications you use. Cookies record things like your preferences and settings, which help give us the information we need to provide you with the most consistent and relevant experience. We also use cookies to record information about experiments or new improvements we might test to track how you use our services and find out whether they were effective.

Cookies on our website may be set by us, third parties we're working with, or independent third parties, such as advertisers.

What are pixels?

Pixels are small, transparent image files inside a web page or email. We use them to understand how you interact with our services, including marketing emails.

What are tracking codes?

Tracking codes are snippets of code placed in the page to measure things like visits and interactions. We use tracking codes to find out more about how you interact with our services, the adverts you see and more generally, how you use our platform.

Please see our Cookie Policy for more information and details of the types of cookies and similar technologies we use.

Your rights

If we hold personal data about you, you have rights in relation to this data as set out below.

These rights may be limited, for example, if fulfilling your request would reveal personal data about another person, or if you ask us to delete information which we are required by law, or have an overriding legitimate interest, to keep. If you have unresolved concerns, you have the right to complain to a data protection authority. For more information about how to do that, please see the Privacy section of our Help Center.

Access and download your personal data

You have the right to obtain confirmation as to whether or not Trustpilot A/S is processing personal data about you, and, where it is, access that personal data, as well as other information about the data. For more information about how to do that, please see the Privacy section of our Help Center.

If you have a business account on Trustpilot, or if you don’t have an account at all, you can contact the Privacy team via our Help Center and request information about your personal data.

Correction and deletion of your personal data

If any of the personal data we have about you is incorrect or misleading, if your personal data changes or if you no longer wish to appear on the platform, you can correct, edit or delete the information yourself via your Trustpilot user account. Otherwise, you are welcome to contact the Privacy team via our Help Center requesting to correct or delete your information.

See ‘How long do we store your personal data?’ for more information on deleting your data.

Right to object

We may share your public personal data with certain partners (see “Your personal data shared with independent third-party services, websites and businesses”). Where your rights override our interests, you can opt-out of us sharing such data by completing this form.

Other rights

In addition to the rights set out above concerning your personal data, you also have the right to object to the processing of your personal data, and the right to have the processing of your personal data restricted (in particular, where we don’t have to process the data to meet a contractual or other legal requirement, for example the processing of your personal data for direct marketing purposes).

In particular, you have the right to object to us sharing your public personal data with certain partners (see “Your personal data shared with independent third-party services, websites and businesses”). You can opt-out of us sharing such data by completing this form, which we will action in full subject to validation of your rights overriding our legitimate business interests.

Where we have asked for your consent, you may withdraw your consent at any time. You may withdraw your consent either by using the functionality provided within the appropriate product feature or by contacting us (see ‘Contact us’ below). If you ask to withdraw your consent to Trustpilot processing your data, this will not affect any processing which has already taken place at that time.

If you would prefer for your public review content not to be included in data which is programmatically crawled to surface it in search results or use it for training their AI models, you can opt out by deleting your account and associated reviews within the account settings tab of your Trustpilot profile.

Please note that the above rights are not absolute and might be limited. For example, we may not comply with your request if fulfilling it would reveal personal data about another person, or if you ask us to delete information which we are required by law, or have compelling legitimate interests, to keep. If you have unresolved concerns, you have the right to complain to a data protection authority. For more information about how to do that, please see the Privacy section of our Support Center.

U.S. privacy rights

This section provides additional details about the personal data we collect from consumers in the U.S. who are afforded rights under applicable state data protection and privacy laws. These laws include, but are not limited to, the California Consumer Privacy Act, the California Privacy Rights Act, the Colorado Privacy Act, the Connecticut Act Concerning Personal Data Privacy and Online Monitoring, the Delaware Personal Data Privacy Act, the Florida Digital Bill of Rights, the Iowa Consumer Data Protection Act, the Montana Consumer Data Privacy Act, the Nebraska Data Privacy Act, the New Jersey Data Protection Act, the New Hampshire Act Relative to the Expectation of Privacy, the Oregon Consumer Data Privacy Act, the Texas Data Privacy and Security Act, the Utah Consumer Privacy Act, the Virginia Consumer Data Protection Act, and any other state or local laws applicable to U.S. residents’ data. These laws may be amended, repealed, or replaced over time (the “U.S. Privacy Laws”).

When we say personal data in this section, we mean “personal data” or “personal information”, as defined in the applicable U.S. Privacy Laws.

For more details about the personal data we collect, please see ‘Personal data we collect’ above. We collect this data for the purposes described in ‘Why and how we use your personal data’ above. We share this data with the categories of third parties described in ‘Who may access your personal data’ above.

Under the U.S. Privacy Laws you have a number of rights over the personal data we hold about you and we are committed to exercising those rights, where they apply. For more details about your rights in relation to our processing of your personal data, please see ‘Your rights’ above.

In accordance with the U.S Privacy Laws’ requirements, we will not discriminate against you for exercising any of your rights. You may make a request pursuant to your rights by contacting the Privacy team via our Help Center or by mail using the contact details set out below. We will verify your request using the information associated with your account, including the email address. You may designate an authorised agent to exercise these rights on your behalf.

Trustpilot may transfer your personal data to third parties who enter into licensing agreements with us and to our partners for things like displaying personalised ads to you or to deliver improvements to our service. Under U.S Privacy Laws you may request to opt out of the sale or sharing of your personal data to third parties. To manage your privacy preferences and opt out of the sale or sharing of your personal data, please use the features provided to opt out on our dedicated Do Not Sell or Share My Information site. You can also contact us via our Help Center or by mail using the contact details set out below.

Trustpilot will never sell your private personal data for profit, however, to comply with the U.S. Privacy Laws where we transfer it to our partners for activities including, but not limited to, displaying personalised ads to you, licensing our data (see “Your personal data shared with independent third-party services, websites and businesses”) or to deliver improvements to our service, we allow you to opt out. We only engage in this kind of data transfer where we believe it benefits you by providing you with a better experience, quality of service or to deliver content that you may be interested in.

Children’s information

Our platform is not directed to children under the age of 18, and we do not knowingly collect personal data from such children. If you become aware that a child under the age of 18 has provided us with their personal data, please contact us using the contact information provided below.

Changes to this policy

We may change this policy from time to time. Laws, regulations, and industry standards evolve, which may make those changes necessary, or we may make changes to our services or business. We will post the changes to this page and encourage you to review our Privacy Policy to stay informed.

If we make changes that materially alter your privacy rights, we will provide additional notice, such as via email or through our platform. Your continued use of our platform or services after we publish or send a notice about the changes to the policy will mean that you accept and agree to the updated policy.

Contact us

We aim to make this information as clear and transparent as possible. But if you still have questions about how we process your personal data, or would like to exercise your rights under our policy, you're welcome to contact our Data Protection Officer using our contact form on our Help Center.

You can reach us by mail at:

Trustpilot A/S,
Pilestraede 58, 5th floor,
1112 Copenhagen K,
Denmark
CVR no.: 30276582

If contacting us does not resolve your complaint, you have further options, for example you may lodge a complaint with a data protection supervisory authority such as the Danish Data Protection Agency. You can read more about it in the Privacy section of our Help Center.

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