For Consumers
Know what to look for, ask better questions, and make more informed choices.
For Brands
Build credibility through honest claims, evidence, and transparency.
Downloadable tools
Checklists, templates, and guides to help you take action.
Want real human proof?
VeryHum connects brands with real, verified people for honest feedback and authentic social content.
How to spot trustwashing
Trustwashing hides behind polish. Read the critical reviews first, look for real customer photos, and treat anything that feels too perfect as a prompt to slow down. Detail is more trustworthy than enthusiasm.
Questions to ask before you trust
Ask who benefits if you believe a claim, what proof is actually shown, whether you can verify the source, whether someone is being paid, and whether the claim would still stand without the polished image or influencer.
Red flags and common tactics
Flawless ratings with no criticism, bursts of generic five-star reviews, undisclosed sponsorship, countdown timers that reset, badges that link nowhere, and vague green or health claims are the most common warning signs.
How to verify a claim
Find one fact you can confirm somewhere the seller does not control: a specific figure, a named certification you can look up, or independent reviews. If nothing can be verified, lower your confidence.
Where to report misleading claims
Use the platform’s report tools, and for serious cases contact your national consumer-protection body, such as the FTC in the US or your European Consumer Centre in the EU.
Support trustworthy brands
Reward transparency: buy from brands that disclose, show evidence, and admit limitations, leave honest and specific reviews, and avoid resharing unverified proof.
For brandsMake claims that can be trusted
Replace adjectives with specifics: numbers, scope, conditions, dates, and sources. A claim a skeptical customer can check is worth more than a confident one they cannot.
Prove it: evidence and substantiation
Build a public evidence page that lists your main claims and, for each, the source, method, date, and any independent verification. Aim for a claim to be verifiable in about two clicks.
AI use and disclosure best practices
Label AI-generated images, video, and synthetic personas at the point of view. Keep AI in production, not on display as proof, and never present synthetic output as human testimony.
Reviews and influencer transparency
Collect reviews from verified buyers, publish the full distribution including criticism, and require clear, early disclosure of every paid or gifted creator relationship.
Badges and seals: do it right
Link every badge to its issuing body and standard, state what was actually assessed and when, and prefer a few recognised, independent certifications over many unknown ones.
Responding to concerns and feedback
Answer criticism in public, correct mistakes openly and promptly, and treat complaints as information. Accountability is one of the hardest trust signals to fake.