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Keep the invitation language and the format neutral and unbiased:

Trustpilot require invitations to be written and structured in a neutral and unbiased way. The most prominent link a customer should see when reading an invitation is the link that takes them to Trustpilot's site where they can leave a review. For example, this can mean leaving out any statements that are intended to persuade mackeeper review customers to write reviews that reflect anything other than their honest, genuine opinion. Companies are welcome to link to their own websites or other review sites, but these links should be placed below the Trustpilot link.

Follow the all or none principle when offering rewards or incentives for reviewers:

Rewards cannot be dependent on the star rating awarded by a customer. For example, if a company runs a competition, it should be clear that the winning customer(s) will be selected at random and without regard to the content of their review.

If companies choose to offer incentives or rewards (including discounts or entry into prize draws) in their review invitation emails, Trustpilot ask them to remember to offer the same incentive or reward neutrally and equally to ALL reviewers. Neutrally; means irrespective of the nature of the customer's buying experience with the company or the nature of their review. Customers have to register on Trustpilot to write a review, and accept the Terms & Conditions. Companies should avoid stating otherwise in their review invitations because this is incorrect.