Customer Review Policy
1. SCOPE, PURPOSE AND OBJECTIVE
1.1 We, Whole Foods Market (Fresh & Wild Limited) (“WFM ”/“the Company”) values the opinions of our customers and encourages their genuine feedback on their experiences to help us, and other customers, make informed decisions about the products and services that we offer.
1.2 We prohibit the creation or publication of reviews that are not based on genuine experiences or fully transparent as to the context and origin of that review (including any potential incentives which may have influenced the review).
1.3 The following terms apply in this Policy:
a. Customer Review: a consumer’s review of a product.
b. Fake Review: a consumer’s review that purports to be, but is not, based on a person’s genuine experience. Fake Reviews can be positive (e.g. to help boost sales/ratings) or negative (e.g. to undermine a product or business for other consumers).
c. Incentivised Review: a review when the person has been commissioned to provide the review. Examples of commissioning includes (but is not limited to): money, free products/services, commissions, discounts or vouchers, invitations to events.
d. Concealed Incentivised Review: a consumer’s review, the publisher of which has been commissioned to provide the review (see above), but the fact they have been commissioned is not made apparent.
1.4 Under the Digital Markets, Competition and Consumers Act 2024 (“DMCCA”) specific commercial practices are automatically unfair and unlawful, this includes:
a. Fake Reviews; and
b. Concealed Incentivised Reviews.
1.5 Under the DMCCA, businesses must also:
a. not publish Customer Reviews in a misleading way;
b. take steps to avoid/prevent the publication of:
i. fake reviews;
ii. reviews where incentives are hidden; and
iii. information (derived from reviews) which is false or misleading.
c. offer services to traders to ascertain fake reviews or concealed incentivised reviews.
1.6 This Policy outlines how WFM manages, considers and deals with Customer Reviews left on third party sites and reviews by those who have commercial and contractual relationships with WFM e.g. “influencers/content creators.”
1.7 This Policy is implemented alongside other matters such as Terms and Conditions, Privacy Policy and other contractual agreements as between WFM and relevant third parties.
1.8 WFM allows for open communication with consumers and others in relation its Customer Reviews, will investigate any complaints expeditiously and will take appropriate action against in relation to potential breaches of this Policy.
1.9 This Policy is not intended to address more general complaints in relation to products, services, refunds, returns etc. For these, please contact customer.questions@wholefoods.com
1.10 The Policy is endorsed by Senior Management.
2. OUR REVIEW PRINCIPLES AND GUIDELINES
2.1 WFM does not allow reviews to be published on its own website[2]. Reviews are only left on third party sites (e.g. Trustpilot). Please see Third Parties.
2.2 Reviews left on social media (including but not limited to Facebook, X, Instagram) must follow the Principles.
2.3 We do not create, publish or encourage Fake Reviews on any media.
2.4 We do not create, publish or encourage Concealed Incentivised Reviews on any media.
2.5 We allow the publication of both positive and negative Customer Reviews.
2.6 All Customer Reviews must be:
a. Honest and accurate;
b. Relevant to the features or performance experienced about the product or service being reviewed;
c. Genuine and based solely on the customer’s personal experience of the product;
d. Clear and concise;
e. Transparent as to it source, origin, and motivations;
f. Traceable to a genuine customer/user.
2.7 Reviews left on social media are from, time to time, incentivised. All such reviews must marked as “ads” (See Incentivised Reviews).
3. THIRD PARTIES
3.1 All traditional reviews are left on other media, e.g. third-party websites (TP).and not on WFM’s website. Such TPs have the competence and policies to comply with DMCCA and to avoid the proliferation of Fake Reviews or Concealed Incentivised Reviews. TPs will be primarily responsible for the verification, management of hosting, uploading, detection, investigation and removal of reviews.
3.2 TP’s compliance will be monitored and the Company reserves the right to terminate the relationship in the event this places the Company into non-compliance with applicable consumer law.
4. INCENTIVISED REVIEWS
4.1 WFM does not offer incentivised reviews for reviews of products published on third party consumer websites.
4.2 On occasion, WFM may work with influencers or celebrities to promote products on social media and these promotions may be published on WFM own social media platforms.
4.3 If/when we do this, WFM has in place specific contractual agreements with e.g. influencers for Incentivised Reviews and advertisements. Under this agreement, all posts must be in compliance with consumer law and the CAP code (e.g. all posts must be prefaced with AD to signpost they are incentivised).
4.4 We do not seek to procure fake or misleading reviews from consumers. In no way should those who are provided with incentives give a false or misleading impression about a product or service.
5. REPORTING AND CONTACT US
5.1 If you see a Customer Review on our social media or on a third-party platform which does not meet the Guidelines, please report it to us via our customer services at customer.questions@wholefoods.com.
5.2 If you are not satisfied with our approach to your review please let us know by contacting our Customer Services.
5.3 We will internally investigate the report following which we may take any necessary action.
5.4 For any questions about this Policy, please contact our Customer Services at customer.questions@wholefoods.com.
6 POLICY REVIEW, AUDIT AND UPDATES
6.1 We reserve the right to amend this Policy at any time without notice.
6.2 Please check our website frequently to view the latest version. This Policy was last reviewed and updated in November 2025. It will be reviewed regularly and updated as necessary. Internal compliance with this Policy will be reviewed.
Date of Policy: 13 November 2025