I recently wrote a review for a site which I had a bad experience with, but a little while after publishing the review it was reported and removed from the site. I have read the guildlines and my review doesn't seem to violate them, which makes me think that the site I was reviewing may have reported it themselves. On Trustpilot there are also a lot of positive reviews for the site, while most other review sites show a lot of negative feedback. It is pretty clear that there are a lot of fake reviews for not just the site I was reviewing, but many others as well.
The idea of Trustpilot is good, but a lot more work needs to be done to prevent fake reviews and unfair reporting of reviews.
As Trustpilot is an open review platform where anyone can read and write reviews about companies they buy from, we have various processes in place to ensure the quality. Among the most important ones is reporting of reviews. Any company or consumer can report a review that they think violates our guidelines. The review is temporarily removed and our community support is currently looking into the case. When the review has been examined, it will either get back online or it will be removed permanently.
In rare cases we experiences companies who systematically report any negative review. Usually, we can prevent this from happening by explaining more about how Trustpilot works and how their actions are perceived by their customers.
I hope that explains more about why reporting of reviews is necessary.