How We Check Brands
Our seven-point methodology for determining whether a brand is legitimate, a risk, or one to avoid entirely.
Our Seven-Point Scoring System
Each brand is assessed against seven criteria. Each criterion contributes to the overall trust score out of 100.
Company Registration & Legal Status
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. Overseas companies receive a lower score on this criterion, though long-established international brands can still score well overall.
Domain Age & Registration
Scam sites rarely survive more than 12-18 months. A domain registered over 5 years ago with consistent ownership is a strong trust signal. We check the domain registration date via RDAP/WHOIS records. Newly registered domains (under 1 year) receive a significant score penalty, while domains 10+ years old receive maximum points on this criterion.
SSL Certificate & Security
All legitimate shopping sites must have a valid SSL certificate (the padlock in your browser). While SSL alone doesn't make a site safe (scammers can get SSL certificates too), its absence is an immediate red flag. We also check whether the site uses extended validation (EV) certificates, which provide higher assurance.
Contact Details & Transparency
Legitimate businesses make it easy to contact them. We check for a physical address, phone number, email address, and live chat support. Sites that hide behind contact forms only, or provide PO boxes in tax havens, score lower. Under UK consumer law (the Consumer Contracts Regulations), online retailers must provide certain contact information — we check compliance.
Review Volume & Sentiment
We analyse review data from Trustpilot, Google, Reddit's r/UKPersonalFinance and other consumer forums. We look at the overall score, but more importantly, the ratio of verified negative reviews mentioning non-delivery, non-refund, or product misrepresentation. A high overall score can still mask systematic problems if a company aggressively solicits positive reviews.
Returns & Refund Policy
UK consumers have a legal right to return most online purchases within 14 days (Consumer Contracts Regulations 2013). We check whether the returns policy: (a) exists and is easy to find, (b) complies with UK law, and (c) is practically achievable — for example, returning to China at your own cost effectively nullifies your rights. Companies that make returns deliberately difficult score poorly.
Trading History & News Coverage
We assess the brand's trading history — how long it has been operational, any administration proceedings, regulatory action (ASA rulings, FCA notices, Trading Standards investigations), and significant news coverage. Regulatory action automatically lowers a score. Administration proceedings — even if the company subsequently relaunched — are flagged clearly.
Verdict Categories
How Often Do Scores Change?
Scores are reviewed when:
- A company enters or exits administration
- Significant regulatory action (FCA, ASA, Trading Standards)
- Major investigative journalism (e.g. Channel 4, BBC Watchdog)
- A sustained change in consumer review sentiment
- Company ownership changes significantly
Want a Deeper Check?
Our free trust scores give you a quick answer. For important purchases or business due diligence, our £2.99 detailed report pulls live Companies House data, domain registration history, and AI-generated risk analysis into a downloadable PDF.
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