In today’s digital landscape, online reviews have become a crucial factor in shaping consumer perception and influencing purchase decisions. Trustpilot, one of the leading review platforms, has gained immense popularity among businesses and consumers alike. However, this rise in prominence has also given birth to a disturbing trend – the purchase of negative Trustpilot reviews. In this article, we will delve into the dark side of Trustpilot and explore why buying negative reviews is detrimental to businesses.