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A trusted





We strive to provide a platform that is
relevant, reliable and fair. It is important
to our customers and our consumer
audience that adverts displayed on
Auto Trader are accurate and genuine.

Our goal is also to provide a valuable
service for our customers and consumers
and provide an engaging user experience.

Retailer feedback

We actively seek retailer feedback in all aspects of
product and service development to ensure that we
continue to provide market-leading solutions and
support to our retailer partners. We also actively
monitor consumer sentiment across our various
products and channels, and our teams review
thousands of items of feedback a week.

Product research and testing

When we bring a product to market, we go through a
rigorous process of discovery to ensure solutions meet
the varied needs of both our retailer partners and
consumers. Retailers are involved at all stages of
product development, including beta testing prior to
scaling solutions.

Sentiment tracking

We survey retailers on a monthly basis through
marketing channels to capture structured feedback on
our relationship with retailers to ensure we’re meeting
their needs and gauge sentiment towards our brand.
This ensures we can keep an eye on overall
satisfaction, value for money and the partnership we
aim to foster.

Voice of the customer

We actively monitor feedback which our Retailer
Development and Support teams capture from
retailers during the course of the thousands of inbound
and outbound calls we field per week, ensuring we
keep a good gauge on retailer sentiment and can react
to market challenges facing our retailers quickly.

Safety and security


Buying or selling a car should be a pleasant, hassle-free experience‚ and at Auto Trader we do everything we can to make sure that's the case.


Our handy hints and tips help ensure you stay safe online, whether you're buying or selling a car.

Trust and transparency is integral to our marketplace - our dedicated security
teams helps ensure our customers and consumers know how to buy and sell
online with confidence.


As the UK's leading digital automotive marketplace, we recognise that buying
or selling a vehicle online can be complicated. Buying or selling a car should
be a pleasant and hassle-free experience, and should be transparent and fair.
At Auto Trader we do everything we can to make sure that's the case.


We have a dedicated customer security team, working seven days a week,
who monitor our site to identify adverts that are potentially fraudulent or
misleading in price or mileage. We also have an online Safety and Security
area on our platform which offers tips, checklists and advice to help car
buyers and car owners stay safe when buying and selling vehicles.

We continue to actively lead the Vehicle Safe Trading Advisory Group (‘VSTAG’),
an industry forum we founded in 2006. The forum brings together the UK’s leading
online automotive advertising companies, advisors from the Metropolitan Police,
Get Safe Online and Action Fraud to work together to reduce online vehicle crime
and help protect buyers and sellers of pre-owned vehicles from fraud.

Our Safety and Security Centre

VSTAG: the Vehicle Safe Trading Advisory Group

Consumer sentiment

We’ve maintained extremely positive feedback scores across external review platforms including Trustpilot (4.7/5 based on 91.0k reviews), iOS App Store (4.8/5 based on 219.6k reviews) and Android Play Store (4.7/5 based on 87.3k reviews).


TAG verification


We have achieved verification by TAG (‘Trustworthy Accountability Group’), achieving the Brand Safety Recognition seal. TAG is the world’s leading programme to fight criminal activity and protect brand safety in digital advertising. They have established best in class global standards that protect the industry from potentially harmful threats around fraud, malware and brand safety. Obtaining our TAG status is recognition that we meet the high standards required by TAG and our contribution towards fighting criminal activity and increasing trust and transparency in digital advertising.

Also in this section

Cyber security

We are committed to the security of our services and protecting our customers from cybercrime and fraud. Attempts to breach our systems to access our data and the threat of an unauthorised malicious attack on our systems pose a significant and perpetual threat.

Read More

Data protection

Data is at the heart of everything we do and data compliance and protection is of critical importance to Auto Trader.

Read More


To ensure that high standards are embedded across the business and form part of our culture, we have compliance frameworks in place, consisting of policies, processes, guidance and training focused on a number of core compliance topics.

Read More

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  • @2024 Auto Trader Group plc. Registered in England with company number: 09439967.