Trust. It's the foundation that everything at Feefo is built on. Since the company's inception, Feefo has remained true to its guiding principle: real customers sharing genuine opinions about their genuine experiences.
Our CEO, Tony Wheble explains why we’re putting that promise into words with the launch of the Gold Standard Manifesto: a framework that defines what verified feedback means and why it matters more than ever.
I’ve always believed that trust is more than a nice-to-have in business. It’s the foundation everything else rests on.
Since day one, Feefo has drawn a very deliberate line in the sand: our platform was built around inviting feedback from real customers about their genuine experiences – and over 80 million reviews and counting have been shared so far.
This is something we will always champion.
Why it matters
When feedback is real, it does more than share an opinion. It builds belief. It provides insight. It builds a bridge between businesses and their customers. It creates confidence at the point of purchase.
That’s why we’ve spent nearly two decades refining the most robust purchaser-verified review platform in the industry, in order to become the leading feedback management partner to thousands of forward-thinking brands.
Our approach means that when you see the Feefo logo next to a review, you can trust what you read – from the star rating to the written detail.
Introducing the Gold Standard Manifesto
To put that commitment into words, we have created our Gold Standard Manifesto. It sets out what that Feefo logo stands for and why integrity matters now more than ever.
Here are the principles at its heart:
1. Authentic feedback matters more.
Reviews shape almost every decision we make – how we spend our money and our time. But the open review model puts trust at risk. We believe it is now critical to restore that trust so that customers and businesses can benefit from real opinions.
2. Real people. Real purchases.
Feefo is, and always has been, a purchaser-verified platform. This is our single most important safeguard where trust and authenticity are concerned. Every review on Feefo is linked to a genuine transaction. No bots, no fabricated opinions.
3. Guardians, not critics
We protect the credibility of reviews for everyone – customers, businesses and regulators.
4. Leading on integrity
Verification is not new at Feefo; we were founded on it. The DMCC Act makes verifiable reviews a legislative requirement, Feefo continues to lead the way.
5. The value of confidence
For customers: confidence at the point of purchase. For businesses: trust and insight drives growth and makes your business more resilient.
6. The cycle of trust
Real insight helps to deliver better experiences which lead to better reviews, which attract the right customers. Feefo helps to create that cycle of trust.
Why now?
The review landscape is getting noisier, making it increasingly challenging to spot a ‘faithful’ from a ‘traitor’. In order to contend with bots, fake reviews, and tightening regulations, businesses need a feedback management partner they can trust.
Feefo has been building the Gold Standard for nearly two decades, refining the technology and the human expertise needed to keep feedback real.
This Manifesto isn't just a document for us to frame on the office wall. It’s a promise – to our customers, to their customers, and to the industry as a whole.
Whether you are a shopper looking for truth, or a business leader looking for insights you can trust, we hope you’ll come along on this journey with us.
Explore the full Gold Standard Manifesto and join us on our journey in restoring trust in customer reviews.
