We sometimes get asked why a review hasn't appeared online yet. Our goal is to publish all genuine feedback, but occasionally a review is flagged by our moderation safety checks. To help clear things up, our Chief Product Officer, Thora Kehoe, is here to explain how the system works and why your review might be... reviewed.
We combine AI with human expertise: Every review is checked by smart technology and real people to ensure it’s genuine, legal, and safe for everyone to read.
It’s about relevance, not censorship: Reviews are usually flagged for simple, fixable reasons – like posting a delivery complaint in a product review – not because they are negative.
We want your voice to be heard: If your review is flagged, we’ll tell you exactly how to fix it. Our goal is to publish your honest feedback, whether it’s 5 stars or 1 star.
Reviews are part of everyday life. Whether you’re buying clothes, planning a holiday, or deciding where to eat, checking what others think is second nature. And they’re powerful. A single review can tip the scales between “add to basket” and “maybe not.”
That’s why Feefo has always championed authentic feedback. We only invite people who’ve bought something or can prove they’ve interacted with a business to give their feedback. This way, you know what you’re reading reflects a real experience.
We aim to publish reviews as soon as they’re submitted – but before they are, we check they meet our standards for relevance and respect, to make sure that what you’re reading really is genuine and accurate. This can cause a small delay if they don’t. After all, a review written in the wrong language, or one that attacks someone personally, isn’t helpful to anyone.
If your review is flagged, don’t worry – you can edit and resubmit, so it gets published.
We want your review to be seen – your opinion matters.
Every review goes through moderation involving both Human and AI working together. Our AI tool - which has been trained using thousands of previous examples - checks reviews against our guidelines first, then passes anything that has been flagged in the past that it’s uncertain about, or that has previously been rejected, to a human moderator.
*e.g. for some brands we collect product and service reviews, and we need to check the review is in the right space.
You (the reviewer) will get an email explaining why and what you can do to fix it. You can reply for more clarity and resubmit once you’ve made the changes.
We love honest feedback – the good, the bad, and everything in between. But sometimes, a review needs a quick tweak before it can go live. This isn’t about silencing your opinion; it’s about keeping reviews useful, respectful, and legally safe for everyone.
Here are some common reasons a review might be flagged, and simple ways to fix them:
To make sure your review reaches the right team – and helps the right shoppers – your experience needs to be reviewed in the right category.
Separating these helps businesses spot trends and fix problems faster. For example, product defects need to go to the manufacturer, while delivery issues need to go to the retailer’s logistics team. If your comment is in the wrong section, it might be missed by the people who can actually fix it.
Crucially, our Product reviews are often "syndicated." This means a review you write for a product on one website might be displayed on other retailer sites to help shoppers there. Because of this, product reviews need to be relevant to everyone, regardless of where they bought the item.
Suggested fix: Check where you are writing! If you have a delivery or retailer issue, put it in the Service section. Keep the Product section focused on the item itself and how it performs.
We offer Review Syndication, a feature that maximises the visibility of your feedback. Simply put, when a customer reviews a product on one retailer's site (like Currys), we may display that review on other sites in our network (like AO).
This ensures that a review for a specific model is seen by shoppers everywhere, not just where it was originally posted.
Therefore, reviews that name the retailer, or suggest people to buy from or compare with, someone else, – for example: “Got from Currys” or “get it cheaper at [Competitor]” – aren’t allowed.
Suggested fix: Focus on your experience with the product or service you’re reviewing, not where you bought it, or where else it’s available.
Names, addresses, or sensitive info can’t be published – it’s about protecting everyone’s privacy.
Suggested fix: Remove personal identifiers and keep the review focused on the experience, not the person.
Sometimes we receive reviews where the feedback is overwhelming positive; “The best hotel we’ve ever stayed in!” but the star rating is only 2. We have to check to make sure the rating and the sentiment match
Suggested fix: Double-check the rating you’re giving represents what you’re saying in the review.
We understand frustration when things go wrong, but phrases like “they stole my money” or “these guys are scammers” can’t stay up for legal reasons. We help you stick to the facts so your review remains a powerful, protected piece of consumer feedback."
Suggested fix: Instead of making it sound like a crime, stick to the facts: “I haven’t received my refund yet” or*“I was overcharged.”
This still gets your point across – and helps others understand your experience.
Including the exact amount you paid for a product or service can cause confusion, especially if prices change over time or vary by region.
Suggested fix: Instead of stating the price, focus on whether you felt it was good value for money. For example: “Great quality for the price” or “Didn’t feel worth what I paid.”
We’re not here to block negative feedback. We want your review published – whether it’s positive or negative. In the majority of cases, if you make these quick changes, your review will go live and help others make informed decisions.
You can read more about all 16 moderation guidelines on this page.
As an independent review platform, we have a responsibility to you and our customers to make sure every review is impartial and valuable. Our goal is simple: to give you reviews you can rely on, based on fact. Positive or negative, your voice matters – and we want it heard.
We understand it can feel odd if your review doesn’t appear straight away, especially when you’ve had an experience that didn’t meet your expectations – or those the company you purchased from strives to uphold.
Our moderation process exists for one reason: to ensure a fair and accurate representation of your shopping experience – both positive and negative. It’s not about hiding negative opinions (in fact, 5% of reviews in 2024 were 1★); it’s about making sure what you read is safe, relevant, and based on real experiences.
If your review is flagged, don’t worry – we’ll tell you why and how to fix it. Once you make a quick edit, your feedback will go live.
Reviews are powerful – they help you make confident decisions and give businesses valuable feedback. At Feefo, we’re committed to keeping those reviews honest, authentic, and useful.