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Trustpilot

Marketing

Trustpilot is a Danish review platform used by businesses to collect and display customer reviews. Trustpilot acts as an independent data controller for its review platform. Businesses use Trustpilot's TrustBox widgets to display ratings on their websites and automated invitation emails to collect reviews from customers. The TrustBox widget sets tracking cookies requiring consent. Review invitations to known customers can rely on legitimate interest. As a Danish company, Trustpilot is subject to GDPR directly.

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Overview

What does Trustpilot do?

What is Trustpilot?

Trustpilot is a Danish online review platform that enables businesses to collect customer reviews and display them on their websites and in search engine results. Founded in 2007 in Copenhagen, Trustpilot hosts reviews across millions of businesses in hundreds of countries. Businesses use Trustpilot to send automated review invitations after purchases, display their TrustScore with TrustBox widgets, and manage their review responses.

Trustpilot's GDPR role

Trustpilot operates as an independent data controller for its review platform: it decides how reviewer data is processed, stored, and published. Businesses using Trustpilot are also data controllers for the customer data they share with Trustpilot (customer email, order reference). The legal basis for sharing customer data with Trustpilot for review invitations is typically legitimate interest: post-purchase follow-up is a recognised legitimate interest under GDPR when balanced against reviewer privacy.

TrustBox widget cookies

The Trustpilot TrustBox widget JavaScript sets cookies for tracking widget views and interactions. These are non-essential cookies requiring consent under the ePrivacy Directive. Block the TrustBox widget via your CMP until functional or analytics consent is given. Alternatively, use a server-side widget implementation or display a static badge.

Practical compliance steps

Sign Trustpilot's merchant agreement including DPA. Block TrustBox widget via CMP until consent. Conduct a Legitimate Interest Assessment for review invitation emails. Disclose Trustpilot in your privacy policy: what data is shared, why, and how to opt out. Ensure your review invitation emails include an easy unsubscribe mechanism. Honour data subject requests to delete reviews (submitted to Trustpilot directly).

Compliance

Trustpilot and the GDPR

Trustpilot is classified as “Marketing”. 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
Legitimate interest (Art. 6(1)(f)) for collecting and displaying reviews as part of normal business operations. Consent required for TrustBox widget tracking cookies under the ePrivacy Directive before the widget loads. Invitation emails to customers for review requests require a lawful basis: legitimate interest for post-purchase follow-up to known customers.
Risk level
low
Applicable regulations
GDPR, ePrivacy Directive, SCCs for US data transfers. Trustpilot is subject to GDPR directly as a Danish company.

Impact assessment (DPIA)

A DPIA is not required for standard Trustpilot review collection. The review platform does not involve high-risk processing categories. Trustpilot itself is a Danish company that has conducted its own GDPR assessments.

Sample text for your banner

This website displays Trustpilot reviews and ratings using the TrustBox widget. Trustpilot may use cookies to track widget interactions. Data is processed by Trustpilot A/S (Denmark). You can manage Trustpilot cookie preferences in your cookie settings.
Cookies and trackers

What Trustpilot sets and contacts

Tracking method
Review platform widget, TrustBox widget JavaScript, invitation emails, first-party cookies, reviewer tracking
Server location
Denmark (Trustpilot A/S, Copenhagen), US infrastructure for global delivery
Data transferred outside the EU
Trustpilot is a Danish company with EU headquarters and US infrastructure for global content delivery. Review data, business data, and reviewer data may be processed on US infrastructure. Trustpilot provides a GDPR-compliant DPA. As a Danish company, Trustpilot is subject to GDPR directly.

Cookies set (1)

NameTypeDurationPurpose
_tp_sessionSessionTrustpilot TrustBox session cookie tracking widget interactions and review display analytics

Third-party domains contacted (3)

  • trustpilot.com
  • widget.trustpilot.com
  • api.trustpilot.com
Questions

Frequently asked questions about Trustpilot

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Does Trustpilot require GDPR consent?

TrustBox widget sets tracking cookies requiring consent. Block via CMP until functional/analytics consent is given. Review invitation emails can rely on legitimate interest without separate consent.

What is the legal basis for review invitations?

Legitimate interest for post-purchase review requests. Document a LIA: purpose is genuine feedback, processing is proportionate (single email), customers can opt out. Avoid multiple reminders.

Is Trustpilot GDPR compliant?

Yes. Trustpilot A/S is Danish and subject to GDPR directly. Review data is processed in the EU. A GDPR-compliant merchant DPA is available. EU headquarters is a significant advantage.

What cookies does the TrustBox widget set?

ajs_anonymous_id (analytics, 1 year) and session cookies. These require ePrivacy consent before the widget loads.

What data do I share with Trustpilot?

Customer email, first name (optional), order reference, purchase date. Minimum needed for review invitation. Do not send unnecessary data. Disclose in your privacy policy.

Can reviewers request deletion of their reviews?

Via Trustpilot's own GDPR process: you cannot delete customer reviews as a business. Trustpilot handles reviewer data subject requests independently.

Do I need a DPA with Trustpilot?

Yes. Sign Trustpilot's Data Processing Agreement in your business account settings. This formalises the processor/controller relationship for customer data shared for invitations.

Can I display ratings without the full widget?

Yes. Use Trustpilot's static badge instead of the dynamic TrustBox widget. Static displays load no JavaScript, set no cookies, eliminating consent requirements. Ratings don't update in real-time.

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