Feefo Legal & Technical Brand Guidelines for Partners and Merchants

At Feefo, trust and authenticity are at the heart of everything we do. Unlike open review platforms, Feefo links every review collected on our platform is tied to a real, verified transaction.

Because our brand represents verified consumer trust, maintaining the integrity, accuracy, and clear attribution of Feefo assets is paramount. Misleading displays, unauthorised logo usage, or inaccurate ratings damage consumer trust and violate our terms.

Whenever you display or reference the Feefo brand, logos, reviews, ratings, or awards on your website, physical marketing, print, or advertising, you agree to comply with:

• These Brand & Attribution Guidelines
• Your Feefo Merchant / Partner Master Services Agreement (MSA)
• Our Terms and Conditions

2.1 Brand Assets Overview

The Feefo brand suite includes:

• Feefo Wordmark & Logos: Primary yellow/black logo, mono-black, and mono-white badges.

• Feefo Star Rating: 1 to 5 star ratings and numerical averages calculated from verified feedback.

• Trusted Service Awards: Official annual accolades (e.g., Gold Trusted Service Award, Platinum Trusted Service Award)

• Widgets & Dynamic Badges: Official JavaScript widgets, review carousels, and pop-over badges generated via Feefo Hub.

2.2 License & Usage Eligibility

The licence & usage eligibility of Feefo content is as follows, unless otherwise specified in your Feefo Master Services Agreement:

3.1 Logo Variants & Usage

Visit the links below for guidance and assets pertaining to the Feefo Logo and its usage.

• Logo brand guidelines

• Logo suite download

The Feefo logo may only be used in the following approved combinations (no other colour pairing is permitted):

• Primary colour combination: Feefo Off-Black & Feefo Yellow – for light backgrounds

• Monochrome: Black – for light backgrounds or White – for dark or mid-tone backgrounds

• Alternative colour combinations White & Feefo Yellow – for dark backgrounds, or Feefo Off-Black – for light backgrounds

Clear space: Maintain an exclusion zone around the logo at minimum equal to the height of the "e" in the Feefo wordmark, on all sides. No other object, text, or element may enter this zone.

Minimum size:

• Digital: Minimum height of 24px

• Print: Minimum height of 8mm

• Marketing Asset – Full Brand Guidelines

• Download relevant star rating can be found here

• The rating badge (star rating + descriptor + Feefo logo lock-up) is available in several pre-approved colour treatments to sit against your branding. You may only use the specific combinations supplied in the Marketing Asset Guidelines - no custom colours.

• The badge displayed must reflect your current, live Feefo rating. Historic or manually recreated ratings are not permitted.

• Clear space around the badge is measured differently from the logo: minimum 0.5x the height of a single boxed star, on all sides.

• Download current logo and badge files from the official Feefo asset library rather than reusing saved copies, screenshots, or files from a prior engagement.

• Display the official Feefo logo or rating badge exactly as supplied, without recreating it.

• Keep displayed ratings current, or clearly date-stamp them if used in static or printed assets.

• Spell and capitalise "Feefo" correctly - never "FeeFo", "FEEFO", or "Fee Fo".

• Follow the Feefo Marketing Asset Guidelines and Feefo Logo Guidelines in full for any layout not explicitly covered here.

3.2 Feefo Marketing Assets – Variants & Usage

This is a separate asset from the logo, with its own rules.

Key Guidelines:

3.3 "Powered by Feefo" Lock-ups & Trusted Service Awards

Where Feefo provides co-branded lock-ups (such as "Powered by Feefo" treatments) or Trusted Service Award badges, these are supplied directly by Feefo in their approved format and must be used exactly as provided, without alteration.

"Powered by Feefo" lock-up - for example, combining the Feefo mark with your own logo, this must be submitted to marketing@feefo.com and approved by Feefo before it is used in any live, published, or printed asset. Any lock-up that has not been explicitly approved by Feefo must not be used.

Trusted Service Award winners receive their winners pack, including award badge assets via email following the award announcement. If this email cannot be located, or additional formats are required, the winners pack can be requested directly from marketing@feefo.com.

Formal usage guidelines for "Powered by Feefo" lock-ups and Trusted Service Award badges are in development. In the interim, any Feefo co-branded asset not already supplied by Feefo directly must go through the marketing@feefo.com approval process above before use.

3.4 Do's and Don'ts

Do:

• Download current logo and badge files from the official Feefo asset library rather than reusing saved copies, screenshots, or files from a prior engagement.

• Display the official Feefo logo or rating badge exactly as supplied, without recreating it.

• Keep displayed ratings current, or clearly date-stamp them if used in static or printed assets.

• Spell and capitalise "Feefo" correctly - never "FeeFo", "FEEFO", or "Fee Fo".

• Follow the Feefo Marketing Asset Guidelines and Feefo Logo Guidelines in full for any layout not explicitly covered here.

Don't:

• Alter the spacing, colour, proportions, or shape of the logo or rating badge, or apply outlines, strokes, shadows, glows, gradients, or textures.

• Move or adjust the quotation-mark icon element of the logo, or the star shapes/rounded-square badge container.

• Rotate, skew, stretch, or distort either asset.

• Place the standard yellow logo or badge on low-contrast backgrounds (e.g. bright yellow or orange).

• Incorporate "Feefo" into a company name, product name, or domain (e.g. yourbrand-feefo.com).

Recreate or approximate a star rating badge using non-Feefo assets, or display a rating that isn't the current live score.

4.1 Displaying Overall Ratings & Scores in Custom Display Widgets

When displaying your overall service or product rating outside of automated dynamic Feefo widgets (e.g., in custom headers, site footers, or landing pages):

• Clear Context: State whether the score represents Service Rating or Product Rating.

• Review Count: Include total verified review count (e.g., "4.8/5 based on 2,450 verified Feefo reviews").

• Accuracy: Ratings must reflect the true, live score calculated for digital channels, or date-stamped for static/print channels.

• Labels: Ensure labels are accurate, DMCC compliant and clearly shown.

• Attribution: Reviews collected by Feefo must be attributed to Feefo.

• Customer consent: Where a customer has requested anonymity, this must be respected.

• No cherry picking: All relevant reviews must be shown, no filtering can be applied to only show positive star ratings or verbatim text.

4.2 Displaying Individual Review Quotes

If quoting an individual customer review on your website, marketing collateral, or sales presentations:

• Authenticity: Review text must be reproduced verbatim or truncated without changing its core meaning. You may not alter words or correct spelling/grammar in a way that modifies the sentiment.

• Star Rating: Display the exact star rating given by the consumer for that specific review.

• Date & Verification Indicator: Include the review date and the phrase "Verified Feefo Review" or display the Feefo Verified Badge.

• Context: Do not cherry-pick positive quotes from an overall negative review without showing the contextual star rating given.

To ensure transparency for search engines and consumers, any digital implementation displaying live Feefo content, or badges must embed a link to Feefo.

5.1 Backlink Rules

• Target Destination: The link must either point directly to:

  • Your dedicated Feefo merchant URL:

    https://www.feefo.com/en-GB/reviews/[your-merchant-identifier]

  • Feefo’s Consumer landing page: https://business.feefo.com/consumer/who-are-feefo

• Anchor Text: Anchor text must clearly inform the user where the link leads.

  • Permitted Anchor Text: "Read our verified reviews on Feefo", "Feefo Verified Reviews", "See our 4.8/5 rating on Feefo", “Find out more about Feefo”.

  • Prohibited Anchor Text: Generic anchor text like "click here", "reviews", or keyword-stuffed anchors like "best cheap insurance provider".

• Rel Attributes:

  • For standard site integrations and review badges, standard follow links or rel="noopener" links are permitted.

  • If embedded within paid promotional content or sponsored partner pages, apply rel="sponsored".

     

5.2 Dynamic Widgets vs. Static Embeds

Where feasible, use official Feefo Dynamic Widgets. These automatically maintain compliant links, current ratings, and proper secure data rendering (HTTPS). If using custom API integrations, you must refresh cached scores at least once every 24 hours.

Rich snippets in search results must strictly reflect accurate, verified data to prevent search engine manual actions and consumer deception.

6.1 Rules for Schema.org Implementation

Feefo’s on-page reviews widgets automatically inject reviews schema into the page. In the case where you are self-hosting the display of your Feefo review content these guidelines should be followed:

• Source Attribution: Schema properties referencing Feefo reviews must explicitly list Feefo as the publisher/author of the review dataset.

• Product vs. Service Schema:

• Data Parity: Numbers in JSON-LD markup (ratingValue, reviewCount, bestRating) must match the actual displayed text on the page and the live Feefo database.

• Prohibition of Rating Blending: You must not aggregate non-verified third-party reviews or self-hosted ratings into Feefo JSON-LD schema without clear separation, nor pass off external ratings as Feefo-verified.

• Product Schema (AggregateRating under Product): Must only be placed on specific product details pages where reviews correspond to that individual SKU/item. Do not place Product Schema on homepages or category hubs unless using valid aggregate product markup.

• Organization / Service Schema (AggregateRating under Organization or LocalBusiness): Must be used for overall company service ratings.

For more information on this topic visit our knowledgebase article on

Custom Schema Implementation

Prior written approval is not required for broadcasting, publishing or digital ads campaigns provided that:

• Your account is on an active paid plan authorising ad usage.

• Claims made are accurate and reflect current scores.

• You use the approved marketing assets and abide our brand guidelines for marketing assets as detailed in section 3.2.

Feefo’s annual Trusted Service Awards (Trusted, Gold, Platinum, Exceptional) are reserved exclusively for businesses that meet rigorous threshold criteria during the qualification period.

• Year Badge Integrity: You must display the badge complete with its award year (e.g., "Platinum Trusted Service Award 2026").

• Lapsed Awards: You may showcase historical awards achieved in prior years, but you must clearly indicate the year achieved. You cannot replace an older badge year with the current year unless explicitly awarded by Feefo for that year.

• Badge Modification: You may not extract award seals or icons to construct custom badges or combine award graphics with non-Feefo logos.

Feefo actively monitors digital and offline media for brand misuse. Examples of violations include:

• Displaying inaccurate or inflated star ratings.

• Using dynamic scripts that fake star visuals or review counts.

• Continuing to display Feefo badges after contract termination.

• Comparing your Feefo score against competitors in a misleading or unverifiable manner (e.g., "Ranked #1" claims without verifiable category filter links).

Legal Action & Account Termination: For persistent or deliberate misrepresentation, Feefo reserves the right to terminate the Master Services Agreement for cause and take necessary legal remedies under trademark and consumer protection laws.

For questions, brand asset downloads, or campaign approvals contact your assigned Feefo Customer Success Manager or visit feefo.com/contact.