This page says how reviews work on shops that run on Tillzy, as the UK's rules on fake reviews (the Digital Markets, Competition and Consumers Act 2024 and the CMA's guidance) expect. Each shop can also publish its own review policy page from a starter text, and change the words.
How reviews work on shops that run on Tillzy
- Where they are. Reviews sit on a shop's product pages. Each shop chooses whether to show the "Write a review" form at all.
- Who can write one. Anyone, with one to five stars, a title, their words, their name and their email address. The email address is never shown, and one email address can review a product once. Our spam checks (a hidden box, a time check, a "not a robot" check and a limit on links) keep bots out.
- Verified buyer. A review is marked "Verified buyer" only when the email address matches an online order of that product from that shop that was paid for or delivered. Nothing else earns the mark.
- Checked by the shop before it shows. By default a new review waits until the shop has read it. A shop can instead choose to publish reviews straight away. Either way the shop can publish, hide or delete a review, and can post a public reply under it. A shop cannot change a review's words or stars.
- Incentivised reviews. If a reviewer was given something for their review, such as a free sample or a discount, the shop marks it and shoppers see "Incentivised review" on it.
- Star ratings. The average and the count on a product page come only from reviews the shop has published.
- "Customers say". Some product pages show a few lines summing up the published reviews. A shop makes that summary with an AI tool when it chooses to, from the stars and words of published reviews only. The tool is asked to sum up what the reviews say and add nothing of its own; we don't check each summary by hand, but the shop can hide it or have it made again, and it can't edit the words.
Spotting fakes
Tillzy flags to a shop's staff any review that looks unusual: three or more from one email address or one internet connection within a day, five or more of one product within a day, or a review written before anyone had ordered the product. These are flags for a person to look at; nothing is hidden or deleted automatically, because real customers trip them too.
Tillzy itself never writes, buys, edits or removes reviews on a shop's behalf. Our terms forbid shops from posting fake reviews, and we may hide a listing or pause a shop's online store that breaks them.
Report a fake review
Every shop's footer has a Report a problem link that comes to Tillzy, not the shop. Use it if you think a review is fake or a shop is misleading people, and we'll look into it. You can also tell the shop itself, using the contact details on its site.