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Trustpilot, a UK-based consumer protection company, fined £4.6m by Italian regulators for misleading consumers

The Italian competition regulator imposed a fine on Monday of 4 million euro ($4.6 million) against online review platform Trustpilot, and its subsidiaries for failing to verify reviews' authenticity and misleading consumers regarding the services they offer.

Italian Competition Authority said that the 'platform's collection of reviews allowed businesses to choose which consumers would receive review invitations, thereby reducing the representationalness of published ratings. This was true even when the reviews were labeled as "verified".

Trustpilot issued a statement saying that it "strongly disagrees with the conclusions reached in this finding of?the AGCM" (regulator). We will appeal it vigorously."

The fine comes after Grizzly Research, a short seller, accused Trustpilot months ago of creating fake profiles which gave negative reviews then urging companies to pay subscriptions.

The Italian consumer watchdog also found that Trustpilot used "dark patterns", or techniques of interface design, to hide key information about its platform's functionality and the businesses who paid for it.

The company said it did not expect that the fine would have any impact on its finances or operations. As of 1416 GMT, its shares, which had fallen as much as 2.7% in early trading, were trading up by 4.2%.

(source: Reuters)