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E-commerce

Feefo

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Feefo is a verified customer reviews and ratings platform that collects feedback from genuine buyers and displays ratings badges and review widgets on merchant websites. It works by sending feedback invitations on behalf of the merchant and embedding a widget that loads review content and may set browser cookies. Feefo acts as a data processor when sending invitations and as a controller for the feedback it manages, and it relies on legitimate interest for the feedback request itself. The on site widget uses cookies that are not strictly necessary, so the ePrivacy Directive and GDPR require prior consent before it loads. Feefo is operated from the United Kingdom, which has an adequacy decision, and it appoints an EU representative. Merchants should obtain consent for the widget, sign a processing agreement and document the arrangement.

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Overview

What does Feefo do?

Feefo is a verified customer reviews and ratings platform used by merchants to collect authentic feedback and display trust badges and review widgets on their websites. Reviews are tied to confirmed purchases, which is intended to make the feedback genuine and verifiable.

What Feefo is

Feefo collects reviews by sending feedback invitations to customers after a purchase and then publishes ratings and reviews through badges and widgets embedded on the storefront. It serves this content from Feefo infrastructure and offers a dashboard for merchants to manage and respond to feedback.

What data and cookies it collects

To send invitations Feefo processes customer names, email addresses and order details supplied by the merchant. On the website the widget can read browser and device information and may set cookies for authentication and to track which pages are viewed. Customers who leave a review provide their name, rating and review text.

GDPR and ePrivacy implications

Feefo acts as a processor when sending invitations and as a controller for the feedback it manages, relying on legitimate interest for the invitation. The on site widget sets cookies that are not strictly necessary, so the ePrivacy Directive requires prior consent. The merchant remains responsible for transparency and for honouring data subject rights.

Consent and data transfers

The widget should be blocked until the visitor consents, and declining must keep it disabled. Feefo is operated from the United Kingdom, which benefits from an adequacy decision, and it appoints an EU representative. Where any processing occurs outside the EEA or the UK, Standard Contractual Clauses apply and should be referenced in your privacy notice.

Practical compliance steps

Place the Feefo widget behind your consent manager, sign a data processing agreement, and document the legitimate interest assessment for invitations. List the cookies in your cookie policy, set retention periods and provide a clear privacy notice. Test that declining consent keeps the widget fully disabled.

Compliance

Feefo and the GDPR

Feefo is classified as “Preferences”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
Consent
Risk level
medium
Applicable regulations
GDPR, UK GDPR, ePrivacy Directive

Impact assessment (DPIA)

A full data protection impact assessment is not usually mandatory for a standard reviews widget, but a documented assessment is recommended because Feefo processes customer contact details and feedback. Consider the use of feedback invitations sent to customer email addresses, the legitimate interest balancing for those invitations, and the cookies set by the on site widget. Document the controller and processor roles, the legal bases and retention periods. Where reviews are combined with profiling or marketing the risk increases.

Sample text for your banner

We use Feefo to show verified customer reviews and ratings. This may set cookies and load content from Feefo. Please accept to enable reviews, or decline to keep them disabled.
Cookies and trackers

What Feefo sets and contacts

Tracking method
Third party JavaScript widget and ratings badge that loads review content, may set browser cookies and reads device and browser information
Server location
United Kingdom
Data transferred outside the EU
Feefo is operated from the United Kingdom, which benefits from a European Commission adequacy decision. Where data is processed outside the EEA or the UK, transfers rely on Standard Contractual Clauses and an appointed EU representative.

Cookies set (2)

NameTypeDurationPurpose
feefo_sessionthird partySessionMaintains a session for the Feefo reviews widget while the visitor browses the site.
feefo_visitorthird partyUp to 1 yearRecognises returning visitors and supports display of review content across pages.

Third-party domains contacted (3)

  • feefo.com
  • api.feefo.com
  • cdn.feefo.com
Questions

Frequently asked questions about Feefo

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What cookies does Feefo set?

The Feefo widget and ratings badge can set cookies used for authentication and to track which pages display reviews, and may read browser and device information. Exact names vary by configuration and version, so audit your storefront with browser tools to confirm what is placed. These cookies are not strictly necessary for the store to function.

Is consent required to use Feefo?

Yes, for the on site widget. Because its cookies are not strictly necessary, the ePrivacy Directive and GDPR require prior consent before the widget loads in the EEA and the UK. The feedback invitation itself relies on legitimate interest, but the storage on the visitor device still requires consent first.

What is the legal basis for processing?

Feefo relies on legitimate interest to send feedback invitations on behalf of the merchant. For the cookies set by the on site widget, consent is the appropriate basis under ePrivacy. The merchant should document a legitimate interest assessment for invitations and obtain consent for the widget.

Does Feefo transfer data to a third country?

Feefo is operated from the United Kingdom, which benefits from a European Commission adequacy decision, so transfers there are permitted. Feefo appoints an EU representative. Where any processing occurs outside the EEA or the UK, Standard Contractual Clauses apply and should be referenced in your privacy notice.

Do I need a DPIA for Feefo?

A DPIA is not always mandatory for a standard reviews service, but a documented assessment is recommended because Feefo processes customer contact details and feedback. If you combine reviews with profiling or wider marketing, or process at large scale, a DPIA becomes advisable.

How do I implement Feefo compliantly?

Place the Feefo widget behind your consent manager so it loads only after consent, sign a data processing agreement, document the legitimate interest assessment for invitations, and list the cookies in your cookie policy. Then test that declining keeps the widget disabled.

What are the alternatives to Feefo?

Alternatives include other verified review platforms such as Trustpilot, Reviews.io, Yotpo, Okendo and PowerReviews. Most send invitations and load on site widgets that set cookies, so the same consent, legal basis and transfer considerations apply regardless of provider.

How do I update my cookie policy for Feefo?

List Feefo under functional or marketing cookies in your cookie policy, describe its purpose, name the provider and country, indicate the cookies and their durations, and link to the Feefo privacy policy. Keep the entry in sync with what your consent manager blocks and allows.

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