A report in The Times has
accused Purplebricks and Foxtons of ‘gaming’ the Trustpilot review system.
The report names estate
agents as well as banks in an investigation which examines the impartiality of
Trustpilot reviews. It questions the way in which companies are able to solicit
reviews from customers and select which reviews to display on their own
websites and Facebook pages – and quickly move from having a number of negative
reviews to many positive reviews in a short period of time. It points out that
these companies pay to use the Trustpilot system and so are effectively in the
In media reports both Purplebricks and Foxtons have denied that they manipulate their reviews. Trustpilot has also refuted the claims and says that The Times has misrepresented the way in which it operates.
While savvy consumers always
ought to be aware of the limitations of review sites Trustpilot makes a point
of being the site to trust. While it
doesn’t hide the fact it is a commercial platform the company might need to
address consumers’ understanding of how this works alongside the business of
providing trustworthy reviews.
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