Mediterranean ObserverOn 14 July 2025, the Italian Competition Authority (AGCM) launched formal proceedings against Trustpilot, citing potential violations of the Italian Consumer Code. The investigation, announced in weekly bulletin no. 27/2025, was prompted by consumer complaints and focuses on whether the platform engages in misleading commercial practices.
The AGCM raised several concerns:
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Company rankings are based on a “relevance” score, which includes factors like TrustScore and review volume. However, the algorithm’s exact mechanics are unclear to users.
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“Verified” review labels may give an impression of authenticity, yet they don’t always confirm a genuine customer experience.
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Businesses using paid services can selectively invite customers to leave reviews, allowing them to filter out negative feedback and potentially distort overall ratings.
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Key operational details, including how AI is used, what “Verified” means, and how paid features influence rankings, are not clearly disclosed to consumers.
Trustpilot has been given 30 days to provide detailed explanations regarding its review verification methods, use of AI, and the impact of its paid services. The AGCM will assess whether these practices mislead consumers and distort fair competition. The investigation must conclude within 240 days, and if breaches are confirmed, Trustpilot could face fines of up to €10 million.
