In recent months, consumers have reported illegal online casinos to Trustpilot on several occasions. So say complaints coming forward from consumers via social media.
Trustpilot is an independent online rating website where consumers can write reviews about companies, products and services. The platform was founded in Denmark in 2007 and has since grown into a globally recognised source of customer reviews.
Via e-mail, the clients clearly stated that these companies were breaking Belgian law. Yet they never received a response. No acknowledgement of receipt. No explanation. Nothing at all. Several complaints online show it.
All this while Trustpilot is a large and influential platform. Anyone can create a profile there. That’s fine for openness. But with casinos operating illegally in Belgium, you would at least expect a warning. A simple disclaimer would already be something. And that link to the gambling site itself? That shouldn’t be there at all next.
Trustpilot appears at the top of Google, even for search terms about illegal casinos
Why this is a problem? Because consumers trust Trustpilot. Anyone who googles ‘best online casino’ or ‘is [name illegal casino] trustworthy’ will often see Trustpilot in the top three. These are not just a few searches. On terms like ‘Instant Casino review’ alone, people search tens of thousands of times a month.
Instant Casino is an example of such an illegal provider. This site advertises plenty via Instagram and Facebook. Consumers then want to know if it is reliable. So they search. And Trustpilot is at the top.
What they see there? A professional profile. A neat banner. An excellent review. And yes: a click-through link to Instant Casino’s site. That link ensures that people still end up at an illegal operator.
Consumers are misled while Trustpilot does nothing
So it’s not just a technical problem, but a serious risk. People are so misled. They think it is all fine because it is on Trustpilot. But the reality is different. Trustpilot thus unintentionally acts as an advertising channel for illegal casinos.
“And this even though we informed them several times. We explained that these were unlicensed providers. We mentioned concrete names. We sent direct links. And still they remained silent,” writes one outraged consumer.
Why this should not continue
If Trustpilot has influence over consumer behaviour, they also have responsibility. Especially when it comes to gambling companies that operate without a licence and are therefore not supervised by the Gaming Commission.
There should at least be a visible warning on profiles of such parties. And that clickable link to the gambling site itself? That should go away immediately. Now it is too easy for consumers to use Trustpilot to end up with providers who do not care about the rules.
The risk of damage is high. Financially, but also personally. People get into trouble. And a platform that wants to be trustworthy should not let this continue.