Trustpilot guideline: incentivized reviews
A discount for a review feels harmless. Trustpilot bans it on both sides. The business may not offer it. The customer who accepts it is not eligible to review. The FTC's rule covers a narrower version of the same thing. We never use incentives. We remove rule-breaking reviews through Trustpilot's flagging tool, and you pay per removal.
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Short answer
Trustpilot bans incentives for writing or editing a review. Its examples are discounts, promo codes, prize draw entries, refunds, freebies and any other benefit connected with the business. The ban applies whatever rating the customer gives. A reviewer who was offered an incentive is not eligible to write the review. The FTC's review rule separately bans incentives tied to a positive or negative sentiment. The most dangerous version is a refund or a gift in exchange for deleting a review. The FTC cited it in its NextMed case.
Key facts
Trustpilot bans incentives for writing or editing reviews. Its examples are discounts, promo codes, prize draws, refunds and freebies.
A person who has received or been offered an incentive for writing or editing a review is not eligible to write it.
The FTC's review rule bans incentives given in exchange for reviews with a set sentiment, positive or negative.
The FTC said NextMed offered Amazon gift cards to consumers to remove or change negative Trustpilot reviews.
Source: FTC Takes Action Against Telemedicine Firm NextMed (July 14, 2025), Federal Trade Commission
Trustpilot's Action We Take policy can lead from an educational email to a public Consumer Warning for repeated misuse.
Source: Action We Take, Trustpilot
This rule in 27 seconds
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The rule, in Trustpilot's words
The Guidelines for Businesses tell businesses not to:
Offer incentives in connection with writing or editing reviews. This includes, for example: discounts, promo codes, prize draw entries, refunds, freebies, or any other benefit connected with your business for leaving a review
The Guidelines for Reviewers mirror it. A person who was offered an incentive for a review is "not eligible to write a review".
What counts, and what does not
| Practice | Allowed by Trustpilot? |
|---|---|
| "Leave us a review for 10% off your next order" | No |
| "Review us to enter our prize draw" | No |
| "We will refund you if you take the review down" | No |
| A gift card after a customer changes 1 star to 5 | No |
| A neutral invitation to every customer, with nothing offered | Yes |
| A refund paid because it was owed, with no mention of the review | Yes |
| A reply that thanks a reviewer | Yes |
What happens when the rule is broken
Trustpilot's Action We Take policy sets out a ladder for misuse. It starts with an educational email and a formal warning. It ends with account restrictions and a public Consumer Warning. Reviews gathered through incentives can be taken offline.
The FTC's rule on consumer reviews adds federal risk. Section 465.4 bans incentives given in exchange for reviews with a particular sentiment. The FTC's case against NextMed is the example. It said the company offered Amazon gift cards to consumers to remove or change negative reviews. It also made refunds depend on removal.
If a competitor or a customer is doing it
Some reviews offer an incentive themselves, such as "message me for a discount". That is promotional content. It can be flagged under the advertising or promotional reason. If you believe a competitor is paying for reviews, Trustpilot has a whistleblower function for reports of wider misuse.
For health brands
Support teams are where this rule is broken, usually with good intentions. An agent offers a refund "if you could update your review". Train support to keep refunds and reviews completely separate. Our guide to billing and cancellation reviews covers the refund case.
Where to go next
The main Trustpilot review removal page explains where incentives sit among the risks. Our guide to invitation rules covers what a fair invitation looks like.
If you would rather hand the work over, see our Trustpilot review removal service and what each removal costs.
Frequently asked questions
Not on Trustpilot. Its rule bans any incentive connected with writing a review, whatever the rating. The FTC's rule is narrower. It targets incentives tied to a set sentiment. So an offer can be lawful and still break Trustpilot's guidelines.
It is when it is connected to the review. Trustpilot lists refunds among its examples. Refund a customer because the refund is owed, and say nothing about the review.
Trustpilot's Action We Take policy treats asking for an edit after resolving an issue as incentive misuse. Customers may update a review on their own, and Trustpilot says a business should never pressure them to.
Primary sources used on this page
- Guidelines for Businesses. TrustpilotLast verified
- Guidelines for Reviewers. TrustpilotLast verified
- Action We Take. TrustpilotLast verified
- 16 CFR Part 465: Rule on the Use of Consumer Reviews and Testimonials. Electronic Code of Federal RegulationsLast verified
- FTC Takes Action Against Telemedicine Firm NextMed (July 14, 2025). Federal Trade CommissionLast verified