Last updated: August 10, 2026 · 5 min read
You can spot a trustworthy review by a verified-purchase badge, concrete details about actual use instead of vague praise, and a spread of star ratings rather than only 5 stars. Since May 2022, Dutch and European online shops have also been legally required to disclose how they check that reviews come from real buyers.
Quick summary
- A trustworthy review comes from a verified buyer, recognizable by a badge like "verified purchase."
- Look for concrete details in the text (hair type, use, result) instead of vague, generic praise.
- Be cautious of reviews that all give exactly 5 stars and read as though they were written the same way, that can signal fake reviews.
- Since May 28, 2022, Dutch and European online shops have had to show how they verify that reviews come from real buyers (the Omnibus Directive).
- Beyond the reviews on the product page itself, also check an independent platform like Trustpilot.
Below you'll find how to spot these signals in practice, and how we handle reviews ourselves at Ace & Taylor.
How can you tell if a review comes from a real buyer?
Most trustworthy review platforms show a badge or label like "verified purchase" on reviews from people who actually bought the product. If that label is missing, you can't be sure the reviewer ever had the product in their hands.
Also check whether the platform or the shop explains how reviews are collected, for example through an automatic invite after purchase. That's a stronger signal than a review that just shows up on a page with no clear origin.
What are signs of fake or unreliable reviews?
Watch for reviews that look strikingly similar in sentence structure or word choice, as if written by the same person or the same template. A sudden burst of dozens of reviews on exactly the same day is also a sign to look more critically.
Reviews that are only vaguely positive ("great product, really recommend it") without concrete details about hair type, use, or results say less than a review that specifically describes what did or didn't work.
What does the law say about reviews at Dutch online shops?
Since May 28, 2022, the Omnibus Directive has applied in the Netherlands and the rest of the European Union. It requires online shops that display customer reviews to state whether and how they verify that those reviews come from real buyers. It's illegal to claim reviews come from buyers without having taken reasonable steps to confirm that.
In the Netherlands, the Authority for Consumers and Markets (ACM) oversees compliance with these rules.
Why is it smart to compare multiple sources?
Reviews on a brand's own website only tell you one side of the story. An independent platform like Trustpilot adds an extra layer, because it's separate from the shop and collects reviews more broadly.
As an example: Ace & Taylor sits at 4.7 out of 5 stars on Trustpilot, based on 632 reviews, alongside more than 300 reviews on the product page itself from more than 10,000 customers. That's not proof that every number everywhere is accurate, but it does show what a transparent, widely spread picture looks like.
| Trait | Trustworthy signal | Warning sign |
|---|---|---|
| Purchase verification | Badge or label present | No mention at all of how it's verified |
| Language | Specific and personal | Generic, repeated pattern |
| Star spread | Mix of 4 and 5, sometimes a 3 | Almost exclusively 5 stars |
| Timing | Spread out over a longer period | Dozens of reviews in one day |
Frequently asked questions
Is a review with only 5 stars always fake?
Not necessarily, but it's a signal to look more closely, especially if every review on a page gives exactly 5 stars with no spread at all. Combine this with other signals, like the text itself and the timing of when it was posted.
What does "verified purchase" mean on a review?
It means the platform has confirmed the reviewer actually bought the product, usually through order details. That lowers the odds of a fake review.
Are Dutch online shops legally required to state how they check reviews?
Yes, since May 28, 2022 the Omnibus Directive applies in the Netherlands and the rest of the EU. Online shops must state whether and how they verify that reviews come from real buyers.
Is Trustpilot more trustworthy than reviews on the shop's own website?
Trustpilot is separate from the shop, which gives it an extra layer of independence. Reviews on a brand's own site can be genuine too, but it's smart to look at both sources side by side.
Where can I report fake reviews?
In the Netherlands, you can file a report with the Authority for Consumers and Markets (ACM), which oversees compliance with the rules around genuine, verified reviews.
See our reviews for yourself.
Trustpilot 4.7/5 based on 632 reviews, plus more than 300 reviews on the Airstyler Pro Ceramiq product page. Feel free to compare for yourself.
Trustpilot 4.7/5
300+ reviews on product page
30-day home trial
2-year warranty
Shop the Airstyler Pro Ceramiq
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Written by Lena A., based on questions we regularly get about how to trust online reviews.
