Virgin Hair Directory Review Policy

Last updated: 2 October 2026

Virgin Hair Directory is committed to providing useful, honest and trustworthy information about hair vendors.

Reviews can influence where people spend their money. For that reason, we take review authenticity seriously.

This Review Policy explains who may submit a review, what we expect from reviewers, how reviews are checked, when we may request proof of purchase, what content is prohibited, how images are handled and when a review may be rejected, suspended or removed.

Virgin Hair Directory is operated by Mo Cameron, trading as Virgin Hair Directory.

Email: info@virginhairdirectory.com
Website: VirginHairDirectory.com

1. Our approach to reviews

Reviews published on Virgin Hair Directory should reflect a person’s genuine experience with the vendor or product being reviewed.

We do not knowingly publish fake reviews.

We do not permit vendors, their employees, representatives, family members, marketing agencies or other people acting on their behalf to pretend to be independent customers.

We do not remove a genuine negative review simply because a vendor dislikes it.

Positive and negative reviews are subject to the same moderation and authenticity rules.

UK consumer-protection guidance says genuine, relevant and lawful negative reviews should not be withheld, delayed or removed merely because they are unfavourable, and businesses should not be allowed to block reviews they dislike. GOV.UK

2. Reviews must be based on a genuine experience

You may submit a review only if it reflects your own genuine experience.

For a review about hair that you purchased, you must have genuinely purchased, received or used the hair or product concerned.

Your review should describe what actually happened.

You must not:

invent a purchase or experience
review something you have never bought, received or used
pretend to be another customer
copy another person’s review
submit a review supplied to you by a vendor
submit a review written on behalf of somebody else while pretending it is your own
create multiple accounts to submit additional reviews
deliberately exaggerate or fabricate material facts
coordinate false reviews with other people
submit a review for the purpose of artificially increasing or decreasing a vendor’s rating

A review that appears to describe a genuine experience but is not actually based on one may constitute a fake consumer review.

3. Proof of purchase and verification

Virgin Hair Directory may ask a reviewer to provide evidence that the purchase or experience described in their review is genuine.

We will not necessarily ask every reviewer for proof.

Verification may be requested where appropriate, including where a review is selected for a routine check or where there are reasonable authenticity concerns.

We may request evidence such as:

an invoice
receipt
order confirmation
email confirmation
delivery confirmation
transaction confirmation
order number
relevant correspondence with the vendor
photographs of the hair or product received
other reasonable evidence showing that the transaction or experience took place

We will never ask you to send your full debit or credit card number, banking password or online banking login details.

Where possible, reviewers should hide information that is not needed for verification, such as full card numbers, bank details or unrelated personal information.

Any personal information supplied for verification will be handled in accordance with our Privacy Policy.

4. What happens if you cannot verify your review

Being asked for proof does not automatically mean we believe your review is fake.

However, where Virgin Hair Directory reasonably requires verification and the reviewer:

does not respond
refuses to provide reasonable evidence
provides evidence that cannot be authenticated
provides evidence that contradicts important parts of the review
provides altered or fabricated evidence
or otherwise cannot reasonably demonstrate that the experience occurred

we may decide not to publish the review, temporarily suspend it while we investigate, or remove it if it has already been published.

Failure to provide requested evidence does not necessarily prove that a review is fake. However, Virgin Hair Directory is not required to publish a review where, after reasonable checks, we cannot obtain sufficient confidence in its authenticity.

We reserve the right to make the final moderation decision based on the information reasonably available to us.

5. Verified Purchase status

A review may be marked Verified Purchase where Virgin Hair Directory has seen sufficient evidence indicating that the reviewer genuinely purchased the relevant product from the vendor.

A Verified Purchase label means that we have carried out the level of purchase verification described above.

It does not mean that Virgin Hair Directory guarantees every statement or opinion contained in the review.

Reviews that do not display a Verified Purchase label should not be assumed to have undergone documentary purchase verification.

This distinction is important so that visitors are not given a misleading impression about how reviews have been checked.

6. Photographs and images

Reviewers may be allowed to submit photographs showing the hair or product they received.

Images must be genuine and relevant to the review.

Photographs should show the actual product connected with the reviewer’s own experience.

AI-generated images are prohibited

Virgin Hair Directory does not permit AI-generated images to be submitted as evidence of a purchase, product or customer experience.

This includes images created wholly or partly using generative artificial intelligence where the generated content changes, creates or replaces the product being reviewed.

A reviewer must not use AI to create an image that makes it appear that they purchased, received, wore or used hair that they did not actually purchase, receive, wear or use.

Doctored and misleading images are prohibited

Images must not be manipulated in a way that materially changes the appearance of the hair or product.

This includes editing intended to alter or misrepresent:

hair texture
curl pattern
colour
density
fullness
length
shine or lustre
hairline
lace appearance
knots
ends
shedding
tangling
condition
quality
packaging
defects

Stock photographs, vendor promotional photographs or images belonging to another customer must not be submitted as though they show the reviewer’s purchase.

Normal technical adjustments such as cropping an image, rotating it, or obscuring private information may be acceptable where they do not change the appearance or condition of the product.

7. We may ask for original images

Where authenticity is questioned, Virgin Hair Directory may request:

the original image file
additional photographs
photographs from different angles
an image of the packaging
an order or invoice alongside the product
or other reasonable evidence

We may reject an image where we reasonably believe it has been AI-generated, materially altered, copied from somewhere else or otherwise does not accurately represent the reviewer’s experience.

If an image cannot be authenticated, we may remove the image while retaining the written review where the written review can independently be considered genuine.

If the authenticity problem affects the review itself, we may also remove or reject the review.

8. AI-generated review content

Reviews must represent the reviewer’s genuine experience.

AI must not be used to manufacture a fictional customer experience, invent facts, create fake complaints, generate false praise or impersonate another customer.

Using spelling or grammar assistance does not by itself make a genuine review invalid, provided the substance of the review still accurately represents the reviewer’s own experience.

Virgin Hair Directory may reject AI-generated or heavily automated review content where we believe it obscures whether the account represents a genuine customer experience.

9. Incentivised reviews

Virgin Hair Directory does not accept reviews that have been submitted in return for an undisclosed benefit.

You must not submit a review because a vendor has offered you:

money
cashback
a refund
free hair
a free product
a gift
store credit
loyalty points
a special discount
competition entry
another financial or non-financial benefit

in exchange for writing, changing or removing a review.

A normal sale price or discount that was available to customers generally does not automatically make a review incentivised.

If a vendor has offered you something specifically because you agreed to review the product, you must disclose this to Virgin Hair Directory.

Virgin Hair Directory may refuse to publish such a review or clearly identify its incentivised nature where publication is considered appropriate.

The law specifically prohibits concealed incentivised consumer reviews. Legislation.gov.uk

10. Vendors must not manipulate reviews

Hair vendors and anyone working on their behalf must not:

submit fake positive reviews
instruct employees or family members to pose as customers
pay for fake reviews
reward people specifically for positive ratings
submit fake negative reviews about competitors
pressure customers to remove negative reviews
threaten customers because they submitted a genuine review
condition a refund or resolution on removal of a negative review
ask Virgin Hair Directory to remove a genuine review simply because it is negative
manipulate review scores
create false accounts
provide fabricated verification documents

Where we identify organised review manipulation, we may take additional action against the accounts or vendor listing concerned.

11. Review ratings must reflect the reviewer’s experience

Where available, users may rate vendors using Virgin Hair Directory’s review categories, including:

True to Length
Lustre
Shedding
Tangling
End Quality
Value for Money
Fullness and Density

Ratings should honestly reflect the reviewer’s experience with the product being reviewed.

Reviewers must not deliberately select inaccurate ratings to manipulate the vendor’s overall score.

12. What a review may contain

Reviews should focus on the reviewer’s genuine experience with the vendor, transaction, hair or relevant service.

A critical review is allowed.

A low rating is allowed.

Saying that you were unhappy with the quality of hair is allowed.

Describing poor customer service is allowed.

Explaining that hair shed, tangled, appeared shorter than expected or did not meet your expectations is allowed where that reflects your genuine experience.

A vendor’s disagreement with a review does not automatically make the review unacceptable.

13. Content we may not publish

We may reject, edit only where appropriate, redact or remove content containing:

fake reviews
fabricated experiences
materially misleading information
threats
harassment
hate speech
discriminatory abuse
obscene or seriously abusive content
private personal information
passwords or financial details
another person’s home address
irrelevant advertising or spam
malicious links
malware
content infringing another person’s copyright
impersonation
AI-generated evidence
materially doctored photographs
stolen photographs
serious factual accusations that cannot reasonably be supported
allegations unrelated to the reviewer’s actual experience
content prohibited by law

Where only a small part of an otherwise genuine review creates a problem, we may ask the reviewer to amend that part or redact the problematic material rather than automatically deleting the entire review.

14. Serious accusations

Reviewers should be particularly careful when making serious factual accusations such as allegations of:

fraud
theft
counterfeiting
criminal behaviour
deliberate deception
dangerous conduct

There is a difference between saying:

“I was unhappy with my experience and would not buy from this vendor again.”

and making a factual allegation that a person or business has committed a criminal offence.

Virgin Hair Directory may request supporting evidence before publishing or continuing to publish serious factual allegations.

We may remove, redact or withhold such content while it is investigated.

15. Multiple reviews

Reviewers should not submit multiple reviews about the same transaction simply to affect a vendor’s score.

Where a reviewer has a genuine later experience, such as making another purchase, a further review may be permitted where appropriate.

We may merge, remove or exclude duplicate reviews from aggregated ratings.

16. Review moderation

Reviews may be checked before or after publication.

Moderation may include checks for:

authenticity
unusual account activity
duplicated text
repeated submissions
suspicious review patterns
conflicts of interest
vendor manipulation
AI-generated content
copied photographs
misleading images
prohibited incentives
irrelevant content
abusive content
evidence supporting serious factual allegations

The level of checking may vary depending on the risk presented by the review.

17. Positive and negative reviews are treated equally

Our verification system must not be used to suppress criticism.

We will not apply significantly stricter authenticity requirements simply because a review is negative.

Positive reviews may also be asked to provide proof of purchase.

Negative reviews may also be asked to provide proof of purchase.

Reviews should be assessed according to the same underlying authenticity and content standards.

This reflects CMA guidance that review sites should subject both positive and negative reviews to checks of appropriate rigour. GOV.UK

18. Reviews under investigation

Where there is a reasonable authenticity or legal concern, we may temporarily place a review under investigation.

During this period we may:

hold the review before publication
temporarily remove it from public display
request further information
contact the reviewer
investigate account activity
examine submitted evidence
consider a complaint from the vendor

We will aim to deal with review investigations without unreasonable delay.

19. Vendor complaints about reviews

A vendor may contact Virgin Hair Directory if it believes a review:

is fake
was submitted by a competitor
was submitted by someone who was never a customer
contains fabricated evidence
contains prohibited personal information
infringes rights
contains a serious false factual allegation
otherwise breaches this Review Policy

A complaint does not automatically cause a review to be removed permanently.

We will consider the available evidence.

A vendor cannot require Virgin Hair Directory to remove a genuine review simply because the review is negative, damaging or embarrassing.

20. Reviewer responses to challenges

Where appropriate, Virgin Hair Directory may contact the reviewer and give them an opportunity to provide supporting information.

If reasonable verification is requested and the reviewer does not respond within the period we specify, we may make a decision using the evidence currently available.

This may result in the review being withheld or removed.

21. Removal of reviews

Virgin Hair Directory may refuse, suspend or remove a review where we reasonably believe that:

it is fake
it is materially misleading
the reviewer did not have the claimed experience
required authenticity evidence has not been provided
submitted evidence is false or unreliable
images have been fabricated or materially doctored
AI-generated images have been used
the review is an undisclosed incentivised review
the reviewer has a prohibited conflict of interest
the review violates this policy
publication would be unlawful
the review forms part of attempted rating manipulation

We may also remove a review where new evidence later shows that it should not have been published.

22. Reviewer’s responsibility

By submitting a review, you confirm that:

the review reflects your genuine experience
information you provide is substantially accurate
any images belong to you or you have permission to use them
images genuinely relate to your experience
images are not AI-generated
images have not been materially altered to mislead users
any verification evidence you provide is genuine
you have disclosed any relevant incentive
you are not impersonating another person
you are not acting dishonestly on behalf of a vendor or competitor

23. Review scores and aggregated ratings

Overall ratings, review counts and category scores may be calculated using reviews accepted into the Virgin Hair Directory review system.

Fake, duplicate, prohibited or otherwise invalid reviews may be excluded from calculations.

If a review is removed, associated ratings may also be removed from the vendor’s aggregate score.

We will not knowingly manipulate overall scores to favour paying advertisers or particular vendors.

Consumer review information such as overall ratings and rankings is itself covered by the law against false or misleading review information. GOV.UK

24. Advertising does not buy better reviews

A commercial relationship with Virgin Hair Directory does not entitle a vendor to:

a higher rating
positive reviews
removal of genuine negative reviews
control over customer reviews
favourable moderation
alteration of review scores

Where a vendor pays for advertising, sponsorship or featured placement, that commercial relationship should be identified separately from independent consumer reviews.

The CMA specifically advises online review sites to disclose commercial relationships with listed businesses clearly and prominently. GOV.UK

25. Account sanctions

Where there is evidence of repeated or deliberate abuse, Virgin Hair Directory may:

issue a warning
reject reviews
remove reviews
suspend review privileges
suspend an account
permanently ban an account
remove manipulated ratings
investigate other reviews associated with the same account
take reasonable steps to prevent repeated abuse

Serious or repeated manipulation by a vendor may also be noted internally and investigated across other reviews relating to that vendor.

26. Reporting a suspicious review

If you believe a review is fake or otherwise breaches this policy, contact:

info@virginhairdirectory.com

Please identify the review and explain why you believe there is a problem.

Providing evidence will help us investigate the issue.

27. Privacy and verification documents

Proof supplied for review verification may contain personal information.

We will use verification information for purposes such as checking authenticity, preventing fake reviews, resolving disputes and protecting the integrity of the review service.

Reviewers should redact unnecessary financial or personal information before sending documents.

Verification information will be handled in accordance with our Privacy Policy and will not normally be displayed publicly.

28. No guarantee

Virgin Hair Directory takes reasonable steps to prevent and remove fake and misleading reviews.

However, no review system can guarantee that every statement made by every reviewer is correct.

A review reflects the experience and opinion of the individual reviewer unless otherwise stated.

A Verified Purchase label confirms the level of purchase verification described in this policy. It does not mean Virgin Hair Directory endorses every opinion expressed by the reviewer.

29. Changes to this policy

We may update this Review Policy where:

review functionality changes
new fraud risks emerge
our verification procedures change
the law changes
regulatory guidance changes

The current version will display the date it was last updated.

30. Contact us

Questions about this policy, review verification or a review complaint can be sent to:

Virgin Hair Directory
Operated by Mo Cameron