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Legal Brand Guidelines

(version 3.0, September 2026)

Key takeaways

These Legal Brand Guidelines ("Brand Guidelines") go into detail. Here are the key things to be aware of. This summary is for orientation only. The rules that apply to you are those set out in the sections below.

  • Your plan determines what you can use. Paid plans can display our logos, ratings and widgets. Free plans can link to their Trustpilot profile in plain text.

  • Show your rating accurately and keep it current. Always show your total review count and our logo alongside a rating, use a live widget on your website, and refresh any rating that doesn't update automatically.

  • Quote reviews exactly. Never change a reviewer's words. Get permission to use a reviewer's name, or anonymise the quote.

  • You don't need our approval for use within your plan, and compliance is your responsibility. What you can use is set by your plan and by these Brand Guidelines.

  • Don't supply our Brand Assets to anyone else. A third party that wants to display Trustpilot content needs its own agreement with us.

  • Only make claims a consumer can check. If your position on Trustpilot can't be verified on our website, don't claim it.

  • You can compare yourself with others, provided the comparison is like for like, accurate for everyone named, and doesn't disparage anyone.

  • Don't alter our Brand Assets. Use them exactly as we supply them.

  • We'll act on misuse, as set out in our Action We Take policy. We'd much rather help you get it right first.

1. Introduction

Our Brand is one of our most important assets. We love it when businesses use our Brand in the right way to show the world that they truly care about creating a better experience for their consumers.

Consumers rely on our Brand and our Brand Assets to make decisions. When someone sees our stars, a TrustScore or a Trustpilot review in your marketing and advertising, they're using it to help them decide whether to buy from you. That only works while what they're seeing is accurate.

Our Brand carries that trust in both directions: consumers get a signal they can rely on, and businesses get the benefit of it. So when our Brand is misused or displayed in a misleading way, both sides lose. Consumers are misled at the very moment they're making a decision, the integrity of the reviews is undermined, and our Brand is worth less to every business that displays it properly. That's why it's important that you follow these Legal Brand Guidelines ("Brand Guidelines") whenever you use or display our Brand.

Whenever you use or display our Brand, you agree to do so in line with:

These Brand Guidelines set out the legal requirements for using our Brand. The Brand Hub sets out how to apply it visually. By using our Brand and Brand Assets, you agree to follow both.

2. What we mean by our Brand and our Brand Assets

This section sets out what we mean by our Brand and our Brand Assets.  Our Brand means everything that identifies Trustpilot, including the reputation and goodwill attached to it.  Our Brand Assets are the specific parts of our Brand that we make available to businesses.  They include the following, and we may add to or change them.  

Our identity

Our name, logos and word marks.  Our word marks are the words and terms we use to identify ourselves and our features, in plain text and regardless of styling.  They include Trustpilot and TrustScore.  A word mark is protected however it appears, so using one of these terms in text is a use of our Brand just as much as displaying our logo is.  

What we publish about your business 

The TrustScore. An overall measure of reviewer rating for a business, calculated from the reviews on its Trustpilot profile and weighted so that it reflects reviewers' more recent experiences.

The Star Rating. The TrustScore or Product Score visualised as a rating from 1 to 5 stars, including half stars. Standard rounding applies, so the Star Rating is rounded up or down to the nearest half or full star.

The Star Label. The word we use to describe a TrustScore: Excellent, Great, Average, Poor or Bad.

The Product Score.  A simple average of the product reviews collected for a specific item.  

Category Rankings. Your position relative to other businesses within a category on Trustpilot. Category Rankings can be filtered by market.

What we supply so you can display it

Widgets. A widget is a small piece of code you add to your website, emails or marketing and advertising materials. It automatically displays live reviews, Star Ratings and the TrustScore from Trustpilot, so that what a consumer sees is current. Our widgets include:

  • website widgets, which display your reviews, TrustScore and Star Rating on your site;

  • email and newsletter widgets, including our email signature widget and newsletter widget; and

  • the Review Collector Widget, which invites customers to write a review directly from your own site.

The range of widgets available to you depends on your plan.

High resolution images, video and other assets. Graphics, logos, video and templates that you can use to invite reviews or showcase your reviews, TrustScore or Star Rating in print and digital formats.

Review invitations. The invitations we send on your behalf carry our name and logos. You must not alter, remove or obscure our branding in an invitation, or present an invitation as though it came from somewhere other than Trustpilot.

The rules in these Brand Guidelines apply equally to all Brand Assets.

3. What you can use

Your entitlement to use our Brand Assets is determined by your Trustpilot plan. The Brand Assets you may use are those made available to you in your Trustpilot Business Account. You can see them in the "Showcase" section at businessapp.b2b.trustpilot.com. If you're not sure whether something is included in your plan, check there first.

You don't need our permission to use the Brand Assets and tools available to you in your Business Account, provided you follow these Brand Guidelines.

What your plan includes? 

If you're on a paid plan, you may use the Brand Assets made available to you in your Business Account, in line with these Brand Guidelines and the Brand Hub.  Only customers on a paid plan may display Trustpilot reviews, ratings or visual Brand Assets in their marketing and advertising.  

If you're on a free plan, you may refer to Trustpilot in plain text, with a hyperlink to your Trustpilot profile page. For example: "See our reviews on Trustpilot."You must not display our logos, the Star Rating or star graphics, your TrustScore, your Star Label, your Category Ranking, or any widget that displays reviews or ratings.

This restriction applies to showcasing reviews and ratings. It does not affect collecting them. You can use the Review Collector Widget to invite customers to write reviews, and to use the review collection tools in your Business Account.

To display our logos, ratings and showcase widgets, you'll need to be on one of our paid plans.

Businesses without a Trustpilot Business Account must not display our Brand Assets, their TrustScore or their Star Rating on their websites or in their marketing and advertising.

You must not claim or imply that your business is rated or reviewed on Trustpilot if it has no Trustpilot profile at all. If your business does have a profile that you haven't claimed, you may state accurately that you are reviewed on Trustpilot and link to that profile, but you must not display our Brand Assets until you have claimed it and hold a plan that permits them.

Claiming your profile is free. You can create a free account today.

Widgets, APIs and custom implementations

Use only our official widgets. You must not use unauthorised widgets, plug-ins, extensions or applications to display Trustpilot content, including reviews, your TrustScore, Product Score, Star Rating or Star Label. This applies whether the tool is free or paid, whoever provides it, and regardless of whether it presents accurate data.

Custom widgets require a plan that includes them. You must not build or use a custom widget unless your plan provides for it.

Use our API only as permitted. If your plan includes API access, you must use our API in accordance with your subscription, our Terms and the requirements at developers.trustpilot.com. Using our API outside those terms, including to populate displays your plan doesn't permit, breaches these Brand Guidelines.

Where your entitlement stops 

Your entitlement covers your own claimed domains and your own marketing and advertising.  Any other use or display of our Brand Assets needs our permission first.  In particular: 

  • You must not use any Brand Asset that falls outside your plan; 

  • You must not display our Brand Assets on a domain you have not claimed, or do not control, other than by having your own advertising published or distributed on your behalf; and 

  • You must not supply our Brand Assets or Trustpilot content to a third party for that party to display in its own right.  

Sharing our Brand Assets with a third party.  Another business may ask you to share your TrustScore, Star Rating or reviews.  This includes comparison sites, affiliates, marketplaces and resellers, media agencies and ad networks.  These two situations are treated differently.  

Publishing your material is allowed.  You may give a third party your own finished marketing or advertising material that features our Brand Assets, so they can publish or distribute it unchanged.  The material remains your advertising, and these Brand Guidelines continue to apply to it, including the rules in section 5 of accuracy, date stamps and refreshing static ratings.  

Building their own display is not.  You must not supply our Brand Assets or Trustpilot content to a third party for that party to render itself, combine with other businesses’ data, or present as part of its own product or listing.  A comparison site, affiliate listing or marketplace that wants to show Trustpilot content, about your business or any other, needs its own agreement with us and cannot reply on your plan.  If you are asked to provide your TrustScore for that purpose, please point them to us.  

If you are not sure which it is, ask whether the third party is publishing your material or building its own display.  If they are altering the asset, adding another business’s data, or generating the display themselves, they need their own agreement.  

You remain responsible for any use you enable, whether or not you control how it is displayed.  

Other users of our Brand 

If you're a Trustpilot Partner, you may use our Brand in accordance with your Partnership Agreement and these Brand Guidelines. Partners should also follow our SEO requirements for partners. If you're not sure what your Partnership Agreement permits, please contact your Trustpilot contact.

Press and media may use our name, word marks, logos and symbols by following these Brand Guidelines and the guidance on our Brand Hub. For press or media queries, please contact press@trustpilot.com.

4. Using our name, word marks and logos

Our name, logos and word marks are how consumers recognise us.  If they are altered, or if it is not clear that content comes from Trustpilot, that recognition breaks down.  The rules below keep our Brand Assets recognisable and the source clear.  

Use them as we supply them 

Display, spell and capitalize our name correctly. We're "Trustpilot", not "TrustPilot" or "Trust Pilot".

Don’t alter our Brand Assets.  You must not change our name, word marks or logos.  This includes changing colours, proportions or shapes, adding effects, or redrawing them.  

Use current assets, and follow the Brand Hub. Use the logos and Brand Assets currently available in your Business Account or on our Brand Hub, and follow the Brand Hub on spacing, sizing and typeface.  You must not continue to use a logo or Brand Asset that we have suspended or withdrawn.  

Make it clear the content is ours  

Always show our name and logo with our content. Whenever you display your TrustScore, Star Rating, Star Label or Trustpilot reviews, our name and logo must appear with it, so that it's clear to consumers that the content comes from Trustpilot.

Don't remove our notices. You must not remove any Trustpilot Brand Assets, proprietary notices or labels from our platform or from materials we provide to you.

Don’t take our Brand as your own 

Don't use our name or word marks as your own. You must not use our name or word marks as part of your business, brand or product name, even as a close misspelling. This confuses and misleads consumers.

Don't suggest we endorse you. You must not use our Brand in a way that suggests we authorise, endorse or recommend your business, or any third party product or service. As set out in our Terms, your use of our services and Brand Assets is not an approval, endorsement or recommendation by us.

5. Displaying your TrustScore, Star Rating, Star Label and Category Ranking

This section covers whose data you can show, what has to appear alongside it, and how to show it depending on where it appears. 

Make sure what you display is accurate and not misleading. You are responsible for ensuring that any TrustScore, Star Rating, Star Label, Product Score, category ranking or review you display is correct and up to date, in any channel, online or offline. The rules below set out specific requirements, but they don't limit this general obligation.

Whose data can you show?  

Only display data that belongs to the business you're featuring. Display the TrustScore, Star Rating, Star Label, Product Score or category ranking for the domain you're featuring, and don't present another business's data as though it were yours. That includes the data of a parent company, subsidiary or other group brand whose domain you haven't claimed.

The same applies within your own business. Don't display the data for one of your domains on another domain, and don't present an individual review's Star Rating or Product Score as though it represented your business overall.

Merged profiles.  Where several of your domains are covered by a single merged Trustpilot profile, you may display that profile's data on any of those domains. Where your domains have separate profiles, each domain must display its own profile's data.

What must appear alongside it? 

Always show your total review count. Whenever you display your TrustScore, Star Rating or Star Label, show the total number of reviews alongside it. This gives consumers the context they need to interpret the rating.

Label your TrustScore. Include the word "TrustScore" next to the number, so consumers don't confuse it with your Star Rating.

Use a live widget on your website. On your own website, use a widget so that what consumers see is live and accurate. You must not substitute a static image for a widget. Static assets are for material where a live widget isn't possible, such as print, broadcast or email.

Date stamp anything that doesn't update itself. Where you showcase reviews, your TrustScore or your Star Rating in material that doesn't update automatically, including print, out of home, broadcast, email footers, digital banners and downloadable assets, you must include a date stamp in the format "Trustpilot rating as of [Month/Year]", in a font size of at least 8pt.

Keep static ratings current. Refresh any rating that doesn't update automatically at least every 30 days, and within 5 working days if your TrustScore falls by more than 0.2. This doesn't apply to print, out of home or broadcast material already in circulation, where the date stamp tells consumers when the rating was captured. You must, however, refresh the rating whenever you reissue, reprint or re-run that material.

If you are a paid subscriber or partner who copies Trustpilot Content to your own platform, our Content Refresh Guidelines apply to that content instead, and require you to reflect new content, changes and deletions within 24 hours.

Link back to your profile. Whenever you use our Brand online, link to your Trustpilot profile page so consumers can verify what you're showing them.

Product Score follows the same rules.  Everything above applies equally to your Product Score: show it alongside the product’s review count, label it clearly, use a live widget where possible, date stamp and refresh static versions, and link back to the relevant product review page.  In addition: 

  • You must not display product reviews in a misleading way.  

  • You must not display Product Score widgets on your homepage or landing page, or in connection with an unrelated product.  

Comparisons have their own rules. You may compare your TrustScore, Star Rating, Star Label, Product Score or category ranking with other businesses', provided you follow section 8.

We also recommend

  • Using call to action copy that invites consumers to visit your profile to read the full reviews and see your replies.

  • Following the placement and contrast guidance on our Brand Hub, which covers how to keep our Brand Assets legible against colourful and dark backgrounds.

6. Quoting reviews in your marketing and advertising

Reviews are user generated content owned by the reviewers who wrote them. We have a licence to display those reviews on Trustpilot and to make them available to businesses who use our platform. Reviewers can edit or delete their reviews at any time.

If you're on a paid plan, you may use Trustpilot reviews in your marketing and advertising, provided you follow the rules below.  These rules apply equally to service reviews and product reviews.  

Quote reviews exactly. Review quotes must be reproduced exactly as written. You must not change the words, pronouns, tense or punctuation.

You may use an ellipsis to shorten a quote for length, provided the original meaning is preserved in full. You must not use an ellipsis to remove qualifications, criticism or context in a way that changes how the review reads.

Don't use quotes out of context. Separately from the wording of the quote itself, you must not present a review in surrounding copy, imagery or placement that changes how a consumer would understand it.

Show the date and rating. You must display the date of the review and the review's Star Rating beside the quote. Our name and logo must appear with it. See section 4.

Stop using reviews that have changed. If a reviewer edits or deletes a review you're featuring, stop using the original version in any material you can still change, and don't use it again when you next reissue, reprint or re-run material that's already in circulation. Where you copy Trustpilot Content to your own platform, the Content Refresh Guidelines in section 5 apply.

Protect reviewer privacy. When you feature an individual reviewer's quote in your own marketing or advertising material, you must either:

  • obtain that reviewer's explicit, documented permission to use their name; or

  • fully anonymise the quote before publishing it, so that the reviewer cannot be identified from it.

You must never publish a reviewer's profile photo without their explicit, documented permission.

This doesn't apply to reviews displayed through a widget, which shows reviewer information as it appears on Trustpilot.

We also recommend

  • Keeping featured quotes short enough to be read comfortably in the format you're using.

  • Asking reviewers for their permission before featuring their reviews in advertising, even where you've anonymised the quote.

7. Approval and your responsibility

You don't need our approval. We don't approve, sign off or pre-clear individual campaigns, creative or uses of our Brand Assets that fall within your plan and these Brand Guidelines. If your use follows these Guidelines, you do not need to ask us first.  

Some things do need our permission first. Use that falls outside your plan or outside these Brand Guidelines needs our permission before you go ahead. That includes use on a domain you haven't claimed, and supplying our Brand Assets or Trustpilot content to a third party for that party’s own display.

If your use follows these Brand Guidelines, you don't need to ask us first. If it doesn't, it isn't permitted, whether or not you've spoken to anyone at Trustpilot about it.

This means responsibility for compliance sits with you. Nothing we say about your marketing, whether in conversation, in correspondence, or in response to a question, permits a use that these Brand Guidelines don't, and we may act on misuse at any time whether or not we have seen the material before.

Getting help. If you're unsure whether something is permitted, ask us before you publish. 

8. Ranking, superlative and comparative claims

What counts as a ranking, superlative or comparative claim

A ranking, superlative or comparative claim is any statement that positions your business against other businesses on Trustpilot. This includes naming a position, claiming to be the best, the highest, the top or the most, and comparing yourself with a named competitor.

These are ranking, superlative or comparative claims:

  • "Ranked No. 1 in [category] on Trustpilot"

  • "The top rated [category] company on Trustpilot"

  • "The most trusted [category] company on Trustpilot"

  • "Best rated on Trustpilot"

  • "Nobody in [category] is rated higher on Trustpilot"

  • "Rated higher than [competitor] on Trustpilot"

  • “Our [product] has the highest Product Score in [category] on Trustpilot”

These are not. They're factual statements about your own profile, and sections 4 and 5 cover them instead:

  • "Rated 4.8 on Trustpilot", which is your TrustScore

  • "Rated Excellent on Trustpilot", which is your Star Label

  • “Our [product] is rated 48 on Trustpilot”, which is a Product Score

  • "Over 10,000 reviews on Trustpilot"

  • "See our reviews on Trustpilot"

Claims about your own products or service that don't reference Trustpilot or your position on it aren't covered by this section.

Some superlatives refer to things we don't measure. We publish a TrustScore, a Star Rating, a Star Label, a Product Score and Category Rankings, which can be filtered by market. We don't publish a "most trusted" ranking or a "best value" ranking. A claim that cites a measure we don't publish can't be checked by anyone, including us, so it must not be made.

Because these claims are statements about our platform rather than about your own products, they carry a higher risk of misleading consumers.

Making a claim

Consumers must be able to verify your claim on Trustpilot. Any claim under this section must be accurate at the time of publication and capable of being checked by a consumer on the Trustpilot website.

If a claim can't be verified on Trustpilot, don't make it. This includes claims of being "the most trusted", "the best" or "number one" without identifying a category a consumer can look up, and any claim that relies on a measure we don't publish.

Link to where the claim can be verified. Claims must be accompanied by a link to the relevant category page. Where a link isn't possible, such as in print or broadcast, include a date stamp showing when the position was captured.

Numerical claims must state your current position, category and review count. For example:

  • "Ranked No. 1 in [category] based on [xxx] reviews on Trustpilot"

  • "Ranked No. 1 in [category] among businesses with more than [xxx] reviews on Trustpilot"

  • "Among the top rated businesses in [category] based on [xxx] reviews on Trustpilot" (if your business features in "Best companies in this category")

Softer claims must still be accurate. Claims that don't assert a specific position don't need to state a review count, but must be accurate and verifiable on Trustpilot at the time of publication. For example:

  • "Among the top rated businesses in [category] on Trustpilot"

  • "One of the highest rated [category] companies on Trustpilot"

Using one of the examples above doesn't make a claim accurate. You are responsible for checking that your position is what you say it is, at the point you publish.

Market and country claims. You may claim a position within a market or country where our category ranking supports that filter and a consumer can check it. Say which market you're referring to, and link to the filtered category page. If we don't publish a ranking for the market you want to claim, don't claim it.

Stop making a claim that's no longer true. Category positions change. If your position changes, stop making the claim in any material you can still change, and don't repeat it when you next reissue, reprint or re-run material already in circulation.

Comparing your business with others

You may use Trustpilot data to compare your business or products with others. This applies whether you name a competitor or claim a position without naming anyone.

A comparison must:

  • compare like with like, meaning the same category, the same market or filter, the same product type, and businesses offering products or services that meet the same needs;

  • rely only on data we publish, and be verifiable on Trustpilot at the time of publication;

  • state the basis of the comparison, including the category, any market or filter applied, the review counts, and the date;

  • be accurate for every business or product referenced, not only for you; and

  • link to where a consumer can check it, or carry a date stamp where a link isn't possible.

A comparison must not:

  • discredit or disparage another business or product, or present its rating in a way intended to belittle it;

  • create confusion between your business and another, or use another business's name, logo or trademarks in a misleading way;

  • suggest that we made the comparison. We publish data. We don't rank, award or accredit businesses or products against one another, and you must not imply that we do, that we endorse your claim, or that we have verified it; or

  • rely on data that is out of date for any business or product referenced, including the other business.

We won't verify another business's data for you. We won't confirm, comment on or supply another business's data for your marketing or advertising, and we won't help you develop a comparative claim. We're a neutral platform and we don't take sides between businesses.

Regulated sectors. If you operate in a heavily regulated sector, such as financial services, insurance, or health and medical, the rules on comparative advertising in your sector may be stricter than these Brand Guidelines. Following these Brand Guidelines doesn't mean your advertising complies with those rules, and you are responsible for both.

9. Misuse and enforcement

Misuse of our Brand means using our Brand, our Brand Assets or Trustpilot content in any way that breaches these Brand Guidelines or our Terms. 

Common examples include:

  • displaying an incorrect or out of date TrustScore, Star Rating, Star Label or Product Score;

  • using a static image in place of a live widget on your website;

  • using a widget or Brand Asset that isn't included in your plan;

  • using an unauthorised widget, plug-in or application to display Trustpilot content;

  • supplying our Brand Assets or Trustpilot content to a third party for that party to display in its own right;

  • claiming to be rated on Trustpilot without a Trustpilot profile;

  • making a ranking, superlative or comparative claim a consumer can't verify; and

  • displaying our Brand Assets without a plan that permits them.

Misuse is not limited to these examples.

What we'll do

If we find misuse, we'll take action to correct it. Wherever we can, we'll start by telling you what's wrong and giving you the chance to put it right.

Depending on how serious the misuse is and whether it continues, the action we take can range from letting you know, through to restricting your account, placing a notice on your Trustpilot profile page, ending your subscription and taking legal action. This is set out in full in our Action We Take policy.

Ask us first

If you think something you're planning might fall the wrong side of these Brand Guidelines, please ask us before you publish it. We'd much rather help you get it right the first time than ask you to take it down afterwards.

10. Legal

Our Brand Assets are the property of Trustpilot A/S and are protected by applicable copyright, trademark and other legislation. Nothing in these Brand Guidelines transfers ownership of the Brand Assets to you, and all goodwill arising from use of the Brand Assets belongs to us. You are granted only a non-exclusive, revocable licence to use the Brand Assets as specified in these Brand Guidelines and our Terms.

This section restates, in formal legal terms, obligations that are also explained in plain language in sections 3 and 4.  If the practical detail of what you can and can’t do differs, sections 3 and 4 govern; this section governs the legal basis on which that licence is granted.  

The Brand Assets you are permitted to use are those shown in your Business Account. You should always display, spell and capitalise the Brand Assets exactly as they are shown in your Business Account and on our Brand Hub.

You may not use or register our Brand or Brand Assets, in whole or in part, as or as part of a company name, trade name, product name or service name. This includes our trademarks, word marks, Trustpilot owned graphic symbols, logos, and modifications of any of them.

You may not use other variations of our Brand Assets for any purpose, or use our Brand Assets or any other Trustpilot owned graphic symbol, logo or icon in a disparaging manner.

You must not repackage, resell, transfer, assign, distribute, host, sublicense or otherwise commercially exploit our Brand Assets or Trustpilot content, or supply them to a third party for that party’s own use or display. This does not prevent you from having your own marketing or advertising material published or distributed on your behalf.  

You also agree not to use our Brand Assets in a manner that would imply Trustpilot's endorsement, affiliation, sponsorship or support of a third party product or service.

If your subscription or agreement with us ends, or if we terminate it, you are no longer entitled to use our Brand Assets and must remove them from your website and promotional materials.

We may revoke permission to use the Brand Assets at any time, and may require you to stop using any content we consider to be inconsistent with the Trustpilot Brand. We also have the right to take action against any unauthorised use of our Brand or goodwill, and we may terminate any licences granted under these Brand Guidelines or our Terms as a result of a breach.

11. Get in touch

If you have any questions about these Brand Guidelines, or about how to use our Brand Assets in general, please get in touch. We're happy to help.

12. Interpretation and updates

We have the final say on the interpretation and application of these Legal Brand Guidelines, and we may update them at any time.