[LONDON, 30th June 2026] – Feefo, the purchaser-verified reviews and insights platform, has published new research showing that brands that fail to feature customer reviews in their advertising risk actively deterring buyers, rather than simply missing an opportunity to influence them.
The study, conducted by Censuswide in February 2026 among 3,000 nationally representative UK consumers, found that more than half of shoppers would avoid buying from a brand that does not display reviews in its advertising, while two-thirds say they prefer brands that include genuine customer feedback in ads.
The findings come amid growing consumer scepticism around online authenticity. Nearly two-thirds (63%) of consumers say they are concerned about fake reviews, while 80% believe fake reviews damage a brand’s reputation.
Verified reviews command significantly higher trust
The research highlights a clear divide in how consumers perceive different types of review platforms.
Among consumers familiar with both models, purchaser-verified reviews, where feedback is tied to a confirmed transaction, are trusted twice as much as open review platforms where anyone can submit feedback.
Businesses are falling short of consumer expectations
Despite strong consumer preference, many brands continue to run advertising without any form of social proof.
Two-thirds of UK consumers say they prefer to buy from brands that include genuine customer reviews in their ads – suggesting a significant gap between consumer expectation and current marketing practice.
Rising marketing costs, falling conversion rates
The findings come as marketing teams face growing pressure to improve performance without increasing media budgets. With customer acquisition costs rising and online conversion rates under pressure, the research suggests verified customer reviews have become a critical trust signal throughout the buying journey.
Elliott Clayton, Chief Revenue Officer at Feefo, says:
"Something has changed in how consumers read advertising. Running paid media without reviews is no longer just a missed opportunity – it actively puts buyers off. More than half of UK consumers would avoid a brand that doesn't show reviews in its ads, at a time when nearly two-thirds of shoppers are already concerned about fake feedback. Verified proof isn’t a differentiator anymore – it’s what determines whether a brand is trusted at all.”
NOTES TO EDITORS
About the research: The Trust Advantage research was commissioned by Feefo and conducted in partnership with Censuswide, a leading global insight consultancy. Research was conducted among a sample of 3,000 nationally representative UK respondents between 16 and 23 February 2026. Censuswide abides by and employs members of the Market Research Society (MRS) and is a member of the British Polling Council (BPC).
About Feefo
Feefo is the world’s largest purchaser-verified feedback and insights platform. We work with over 6,500 brands and help millions of customers buy with confidence every day.
Feefo’s suite of tools, combined with our technical solutions expertise, enables our clients to gain a deeper understanding of customer sentiment, behaviour and intent, empowering them with insights to make better business decisions and improve their return on investment.
Brands that care about authenticity, accuracy and integrity work with Feefo to build a long-term relationship with their genuine customers.
For more information, visit business.feefo.com.
Media enquiries: press@feefo.com
