Our seven-point methodology for honest, independent trust scores
Each brand is assessed against seven criteria. Each contributes to the overall trust score out of 100.
We check whether the company is registered with Companies House (for UK businesses) or an equivalent authority. UK registration is the gold standard — it means the company is subject to UK corporate law, must file accounts, and can be held accountable through UK courts.
Scam sites rarely survive more than 12–18 months. A domain registered over 5 years ago with consistent ownership is a strong trust signal. Newly registered domains (under 1 year) receive a significant score penalty.
All legitimate shopping sites must have a valid SSL certificate. While SSL alone doesn't make a site safe, its absence is an immediate red flag. We also check whether the site uses extended validation certificates.
Legitimate businesses make it easy to contact them. We check for a physical address, phone number, email address, and live chat. Sites that hide behind contact forms only, or provide PO boxes in tax havens, score lower.
We analyse review data from Trustpilot, Google, and Reddit. We look at the ratio of verified negative reviews mentioning non-delivery, non-refund, or product misrepresentation — not just the headline star rating.
UK consumers have a legal right to return most online purchases within 14 days (Consumer Contracts Regulations 2013). We check whether the returns policy exists, complies with UK law, and is practically achievable.
We assess trading history, any administration proceedings, regulatory action (ASA rulings, FCA notices, Trading Standards investigations), and significant news coverage. Regulatory action automatically lowers a score.
This brand has passed our checks and we're comfortable recommending it for UK shoppers. You still have consumer rights if something goes wrong — keep your receipts.
We've found concerns but this brand is not necessarily a scam. Pay by credit card for additional protection, research your specific purchase, and check recent reviews.
Significant red flags. We do not recommend purchasing from this brand. If you've already bought something, contact your bank immediately about chargeback options.
Scores are reviewed when significant new information emerges — a major regulatory action, administration proceedings, or a sustained shift in consumer complaint patterns. We do not continuously monitor every brand.
If you believe a score is outdated or inaccurate, email us with your evidence and we'll review it.