Suspected scam investment companies are exploiting the Trustpilot review system by awarding themselves glowing five-star ratings to depict themselves as legitimate, a detailed report has warned. The investigation, carried out by the verification firm KwikChex, found that operators are using fake reviews, forged certificates and stolen corporate identities to persuade would-be investors that they belong to regulated businesses.
One of the operators even posed as a regulated law firm offering to recover lost investor funds, despite having no listing with the Solicitors Regulation Authority (SRA).
Chris Emmins, co-founder of KwikChex, said: “These scammers see the Trustpilot review system as a vital part of their playbook.” According to the report, scammers deploy networks of fake reviewers who leave glowing endorsements for a cluster of linked companies while simultaneously posting negative commentary about rivals.
Analysis of posting behaviour and use-of-language patterns exposed clusters of suspicious reviews. Cross-checks of business information raised red flags: virtual-office addresses, falsified incorporation documents and multiple websites cloned from legitimate firms. In several instances, KwikChex discovered scam companies using cloned corporate websites and counterfeit certificates.
In response, Trustpilot said it has launched a deeper investigation into the findings, removing several reviews that had a significant impact on ratings and taking down one review page entirely. Meanwhile, the UK’s Competition and Markets Authority (CMA) has made it illegal to commission or host fabricated feedback — but critics question whether the marketplace can realistically be policed given its scale.
Trustpilot reports that it removed 7.4 % of reviews submitted in 2024, up from 6.1 % the previous year. The company uses artificial-intelligence software to identify patterns suggesting fakery.
Specific cases cited by KwikChex include:
•Crypto‑Benefits247, which once held a 4.7-star rating, then saw its score fall to 2.8 after Trustpilot removed positive ratings. The firm is under investigation by the Financial Conduct Authority (FCA) for potentially illegal operation.
•Oakvests Crypto, previously rated at 4.5 stars, used a video of a different company’s CEO on its website. Its rating has since dropped to 3.2.
•Quantum Recovery Law Group, presented as a “wealth recovery law firm” with a rating of 4.1 stars; the SRA has issued a scam alert against it and Trustpilot removed the account after receiving the report.
The misuse of the Trustpilot review system is deeply damaging. Emmins noted: “The successful use of fake reviews undermines every legitimate business that works to earn a genuine reputation. Meanwhile, scammers use Trustpilot to polish their lies.”
KwikChex specifically called on Trustpilot to drop its slogan “find a company you can trust” and to stop using “verified” banners on reviews, warning that the platform’s system remains too easily exploited.
Trustpilot responded that it takes review integrity extremely seriously, acknowledging that its systems do “not always get it right” and stressing that they encourage the community to flag suspicious reviews. They added that their investigation is ongoing and they are continuing to strengthen their systems to stay ahead of evolving tactics.
Why this matters now
Fake-review manipulation has become a thriving business in its own right, with entire operations specialising in selling positive or negative feedback online. The UK government’s recent reforms under the Digital Markets, Competition and Consumers Act and bans on fake reviews signal regulators recognise the threat.
However, with millions of platforms and review posts, enforcement remains a major challenge. Last year, the CMA estimated that consumers lose billions annually due to misleading online feedback and hidden charges.
For investors using online review platforms, this latest report is a stark warning: a high star-rating on a site like Trustpilot may no longer guarantee legitimacy. Vigilance, cross-checking credentials (like SRA registration for legal firms) and watching for unrealistic review volumes are now essential safeguards.
Tips for spotting fake reviews
•Review clusters that all appear at around the same time or use similar language may indicate manipulation.
•Look beyond star ratings: if a business has only five-star reviews and no criticism, that can be a red flag.
•Check for official regulation: for example, legal-services firms should appear in relevant registers.
•Use multiple sources: review sites can be useful but should not be your only method of verification.
•Report suspicious behaviour: platforms like Trustpilot provide flagging tools and businesses can also challenge clones or misleading pages.
In short, the integrity of the Trustpilot review system is under renewed scrutiny — and so is the legitimacy of firms relying on it to attract investors.
