ZOE Consumer Review Policy

Effective Date: 4 December 2025

At ZOE, we are committed to providing science-backed advice and products. Trust and transparency are fundamental to everything we do. This policy outlines how we collect, moderate, and publish customer reviews and testimonials related to our products, services, and membership.

We strive to ensure that all reviews published by ZOE are genuine reflections of real customer experiences.

1. Our commitment to authenticity and transparency

Our core commitment is to provide prospective customers with the full, unfiltered picture of the ZOE experience.

1. Genuine experience: We will only publish reviews that we reasonably believe are based on a genuine experience of purchasing and/or using the ZOE product or service being reviewed.

2. No fake reviews: ZOE strictly prohibits the submission, commission, or publication of fake reviews—reviews that purport to be, but are not, based on a person's genuine experience.

2. Verification and review eligibility

We take reasonable and proportionate steps to verify that every review originates from a genuine ZOE customer.

Who can submit a review

Reviews must be submitted by an individual who has purchased and used the latest ZOE app, Gut Health Test or Daily30+.

Verification process

We ensure that all customer reviews published by ZOE are from verified customers. 

3. Moderation and publication 

Our moderation process is solely to ensure compliance with legal and regulatory requirements, including the ASA’s CAP Code, food advertising and medical device law..

A review may not be used or may be subsequently removed, or may be edited, if it falls into one of the following categories:

• Unlawful content: The review contains material that is defamatory, malicious, discriminatory, or violates any law (including intellectual property rights).

• Safety & privacy: For example, the review may include specific medical details not relevant to the product). In these cases, we will attempt to edit the review to remove the personal data before publishing. If not possible, we may not publish it.

• Medical or health claims: The review makes specific, unqualified medical claims regarding diagnosis, prevention, or treatment of a disease, which contradicts ZOE’s status as a general wellness service (as ZOE is not a medical device or healthcare provider). The review may also make claims about health benefits that ZOE is not permitted to make in food advertising.

• Offensive language: The review contains profanity, hate speech, or sexually explicit material.

• Irrelevance: The review is entirely irrelevant to the product, service, or customer experience (e.g., spam, or commentary on non-ZOE products).

• Fake/banned review: We have evidence that the review is fake, a paid endorsement not disclosed as such (concealed incentivised review), otherwise misleading, or is part of a fraudulent activity.

Otherwise, we will only edit a published review if necessary for reasons of brevity to publish part of the review. However, we will ensure that the published part accurately reflects the customer’s genuine experience. We do not cherry-pick positive parts of mixed or negative reviews.

4. Incentives and commercial relationships

Transparency regarding incentives is mandatory under CMA guidance.

Incentivised reviews

ZOE will typically not provide incentives for reviews. If, however, ZOE does any form of incentive for a review (e.g., a discount, gift, or free product), the following rules apply:

1. Genuine experience required: The reviewer must still have genuinely used the product and their experience must be real.

2. No requirement for positivity: Any incentive would be offered for submitting a review, not for submitting a positive review. The incentive is given regardless of the sentiment.

3. Clear disclosure: We will clearly and prominently label any review that was written in exchange for a free product, discount, or other incentive. 

Endorsements and influencers

When ZOE works with public figures, content creators, or influencers to promote our products:

1. Any content created by them that constitutes a commercial endorsement (where they have received payment or other material benefit) is legally considered advertising.

2. This content will be clearly and prominently identified as such, using tags like #Ad, #Sponsored, or #ZOEPartner in compliance with ASA (Advertising Standards Authority) guidelines.

ZOE owners

If you are a ZOE owner, because you have participated in one of our crowdfunds, then this fact will need to be disclosed if we publish a review by you. 

5. Reporting and dispute resolution

If you believe a published review is misleading, fake, or violates this policy, you can report it to us.

• To report a review: Please email us at hello@joinzoe.com with the following information:

• The link or exact location of the review.

• The reason you believe the review is misleading (e.g., fake, inappropriate content, concealed incentive).

• Our investigation: We will investigate all reports promptly. If we determine that a review is fake or misleading under the DMCC Act, we will remove it.

• Dispute: If your review was removed and you believe this was done in error, please contact us at the same email address above to request a review of the decision.